Handel und Internationales Marketing Retailing and International Marketing: Evaluating Standardized Corporate Branding Across Countries

Meierer, Markus

Marketers have to understand how the information that consumers associate with a company and its products affects their responses to those products. Adressing this issue, Markus Meierer analyzes firstly if consumers from Germany, France, Romania, Russia, and the USA perceive an internationally standardized corporate brand homogenously as well as if a positive effect on consumers' product response exists. Secondly he investigates if consumers perceive corporate and product brand as reciprocally related across countries as well as how the direct and indirect effects of corporate and product branding on consumers' product response look like.

Details

Published by: Gabler Verlag

Publication Date: 2010-10-14

Format: Paperback

ISBN-13: 9783834924605

DOI: 10.1007/978-3-8349-6319-2

Dimensions: 210cm x148cm

Pages: 206