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International corporate brand management : evaluating standardized corporate branding across countries

Author: Markus Meierer
Publisher: Wiesbaden : Gabler Verlag, 2011.
Dissertation: Diss.-- University of Trier, 2010.
Series: Gabler research., Retailing and international marketing.
Edition/Format:   Thesis/dissertation : Document : Thesis/dissertation : eBook   Computer File : English : 1st edView all editions and formats
Summary:
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  Read more...
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Genre/Form: Electronic books
Additional Physical Format: Printed edition:
Material Type: Document, Thesis/dissertation, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Markus Meierer
ISBN: 9783834924605 3834924601 9783834963192 3834963194
OCLC Number: 682911342
Description: 1 online resource (xx, 206 pages) : illustrations.
Contents: Setting up Corporate Brand Management Internally; Controlling Corporate Brand Management Externally; Managing the Corporate Brand Internationally; Does Standardization of Corporate Branding Across Countries Work?; Does Endorsing Product Brands by Corporate Branding Pay off?
Series Title: Gabler research., Retailing and international marketing.
Responsibility: Markus Meierer ; with a preface by Bernhard Swoboda.

Abstract:

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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