International Corporate Brand Management / Handel und Internationales Marketing Retailing and International Marketing (PDF)
Evaluating Standardized Corporate Branding Across Countries
(Sprache: Englisch)
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,...
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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.
Autoren-Porträt von Markus Meierer
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.
Bibliographische Angaben
- Autor: Markus Meierer
- 2010, 2011, 206 Seiten, Englisch
- Herausgegeben: Markus Meierer
- Verlag: Gabler, Betriebswirt.-Vlg
- ISBN-10: 3834963194
- ISBN-13: 9783834963192
- Erscheinungsdatum: 14.10.2010
Abhängig von Bildschirmgröße und eingestellter Schriftgröße kann die Seitenzahl auf Ihrem Lesegerät variieren.
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- Größe: 1.47 MB
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Sprache:
Englisch
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