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International Corporate Brand Management - Markus Meierer - Bog

- Evaluating Standardized Corporate Branding Across Countries

Bag om International Corporate Brand Management

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.

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  • Sprog:
  • Engelsk
  • ISBN:
  • 9783834924605
  • Indbinding:
  • Paperback
  • Sideantal:
  • 206
  • Udgivet:
  • 14. oktober 2010
  • Udgave:
  • 2011
  • Størrelse:
  • 210x148x12 mm.
  • Vægt:
  • 278 g.
  • 8-11 hverdage.
  • 14. november 2024

Normalpris

  • BLACK NOVEMBER

Medlemspris

Prøv i 30 dage for 45 kr.
Herefter fra 79 kr./md. Ingen binding.

Beskrivelse af International Corporate Brand Management

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.

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