Logo - springer
Slogan - springer

Springer Gabler - Marketing & Sales | International Corporate Brand Management - Evaluating Standardized Corporate Branding Across Countries

International Corporate Brand Management

Evaluating Standardized Corporate Branding Across Countries

Meierer, Markus

2011, XX, 206p. 3 illus..

Available Formats:
eBook
Information

Springer eBooks may be purchased by end-customers only and are sold without copy protection (DRM free). Instead, all eBooks include personalized watermarks. This means you can read the Springer eBooks across numerous devices such as Laptops, eReaders, and tablets.

You can pay for Springer eBooks with Visa, Mastercard, American Express or Paypal.

After the purchase you can directly download the eBook file or read it online in our Springer eBook Reader. Furthermore your eBook will be stored in your MySpringer account. So you can always re-download your eBooks.

 
$69.99

(net) price for USA

ISBN 978-3-8349-6319-2

digitally watermarked, no DRM

Included Format: PDF

download immediately after purchase


learn more about Springer eBooks

add to marked items

Softcover
Information

Softcover (also known as softback) version.

You can pay for Springer Books with Visa, Mastercard, American Express or Paypal.

Standard shipping is free of charge for individual customers.

 
$89.99

(net) price for USA

ISBN 978-3-8349-2460-5

free shipping for individuals worldwide

usually dispatched within 3 to 5 business days


add to marked items

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.

Content Level » Research

Keywords » Branding - Corporate Brand Management - Cross-national analysis - Product Brand Management - Structural Equation Modeling

Related subjects » Marketing & Sales

Table of 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?

Popular Content within this publication 

 

Articles

Read this Book on Springerlink

Services for this book

New Book Alert

Get alerted on new Springer publications in the subject area of Marketing.