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The Corporate Reputation of Multinational Corporations : An Analysis of Consumers' Perceptions of Corporate Reputation and Its Effects across Nations. 多国籍企業の評判
・ISBN 978-3-658-19763-6 paper EUR 49.99
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| 著者・編者 | Huber, Cathrin, |
|---|---|
| シリーズ | Handel und Internationales Marketing Retailing and International Marketing |
| 出版社 | (Springer Gabler, GW) |
| 出版年月 | 2018 |
| ページ数 | 181 pp. |
| 言語 | ENG |
| ニュース番号 | ＜643-878 643-L514＞ |
解説
Cathrin Huber investigates the reputation of multinational corporations and provides novel insights and important implications for researchers and managers based on theoretical considerations and empirical analyses. She shows that country-specific factors like cultural or political factors, but also institutional differences between countries as well as firm-specific resources in a country influence the corporate reputation-consumer behavior relationship. Additionally, an overview of the main cultural approaches and how they influence consumers' corporate reputation perceptions is given.