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International Corporate Brand Management : Evaluating Standardized Corporate Branding across Countries. 国際企業ブランド管理
・ISBN 978-3-8349-2460-5 soft EUR 49.99
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| 著者・編者 | Meierer, Markus, |
|---|---|
| シリーズ | Handel und Internationales Marketing / Retailing and International Marketing |
| 出版社 | (Gabler, GW) |
| 出版年月 | 2011 |
| ページ数 | xx, 206 pp. |
| 言語 | ENG |
| ニュース番号 | ＜583-861 586-774＞ |
解説
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.