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International Corporate Brand Management by Markus Meierer
International Corporate Brand Management by Markus Meierer
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International Corporate Brand Management

Evaluating Standardized Corporate Branding Across Countries
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Description

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.

Author Biography:

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.
Release date NZ
October 14th, 2010
Audience
  • Professional & Vocational
Country of Publication
Germany
Edition
2011 ed.
Illustrations
3 black & white illustrations, 5 black & white tables, biography
Imprint
Gabler
Pages
206
Publisher
Gabler
Dimensions
148x210x12
ISBN-13
9783834924605
Product ID
18974657

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