International Corporate Brand Management
ISBN:
978-3-8349-2460-5
Auflage:
2011
Verlag:
Betriebswirtschaftlicher Verlag Gabler
Land des Verlags:
Deutschland
Erscheinungsdatum:
14.10.2010
Reihe:
Handel und Internationales Marketing Retailing and International Marketing
Format:
Softcover
Seitenanzahl:
206
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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.
Biografische Anmerkung
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.
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