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International Corporate Brand Management

Evaluating Standardized Corporate Branding Across Countries

  • Authors
  • Markus┬áMeierer

Table of contents

  1. Front Matter
    Pages I-XX
  2. Markus Meierer
    Pages 1-23
  3. Back Matter
    Pages 187-206

About this book

Introduction

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.

Keywords

Branding Corporate Brand Management Cross-national analysis Product Brand Management Structural Equation Modeling

Bibliographic information

  • DOI https://doi.org/10.1007/978-3-8349-6319-2
  • Copyright Information Gabler Verlag | Springer Fachmedien Wiesbaden GmbH, Wiesbaden 2011
  • Publisher Name Gabler
  • eBook Packages Business and Economics
  • Print ISBN 978-3-8349-2460-5
  • Online ISBN 978-3-8349-6319-2
  • Buy this book on publisher's site
Industry Sectors
Pharma
Automotive
Chemical Manufacturing
Biotechnology
Finance, Business & Banking
Telecommunications
Consumer Packaged Goods