Can I read International Corporate Brand Management: Evaluating Standardized Corporate Branding Across Countries (handel Und Internationales Marketing Retailing And International Marketing) on EtoBox?

International Corporate Brand Management: Evaluating Standardized Corporate Branding Across Countries (handel Und Internationales Marketing Retailing And International Marketing) by Markus Meierer (auth.) is a nonfiction available to read on EtoBox.

What is International Corporate Brand Management: Evaluating Standardized Corporate Branding Across Countries (handel Und Internationales Marketing Retailing And International Marketing) about?

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. Erscheinungsdatum: 14.10.2010

Who reads International Corporate Brand Management: Evaluating Standardized Corporate Branding Across Countries (handel Und Internationales Marketing Retailing And International Marketing)?

Author

Markus Meierer (auth.)

Publisher

Gabler Verlag

Published

2011

Language

EN

ISBN

9783834924605

Category

nonfiction

Subjects

Marketing, Management, Business