International corporate brand management : evaluating standardized corporate branding across countries
著者
書誌事項
International corporate brand management : evaluating standardized corporate branding across countries
（Gabler research, . Handel und Internationales Marketing = Retailing and international marketing / herausgegeben von Bernhard Swoboda,
Gabler, 2011
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注記
"Dissertation University of Trier, 2010"--T.p. verso
Bibliography: p. [187]-206
内容説明・目次
内容説明
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.
目次
- 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?
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