International Corporate Brand Management

Evaluating Standardized Corporate Branding Across Countries

by

Subject categories
ISBNs
  • 3834963194
  • 9783834924605
  • 9783834963192
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.
  • Gabler Verlag; October 2010
  • ISBN 9783834963192
  • Read online, or download in secure PDF format
  • Title: International Corporate Brand Management
  • Author: Markus Meierer
  • Imprint: Gabler Verlag
Subject categories
ISBNs
  • 3834963194
  • 9783834924605
  • 9783834963192

About The Author

Dr. Markus Meierer received his doctor’s degree from the University of Trier (FB IV), where he worked at the chair of Prof. Dr. Prof. h.c. Bernhard Swoboda. He is a Senior Research Associate at the University of Zurich.