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US$99.00
International Corporate Brand Management
Evaluating Standardized Corporate Branding Across Countries
Gabler Verlag (2010)
US$99.00
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...
Marketers have to understand how the information that consumers associate with a company and its...
