International Corporate Brand Management

1. Front Matter

   Pages I-XX

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2. Introduction

   • Markus Meierer

   Pages 1-23

3. Does standardization of corporate branding across countries work?

   • Markus Meierer

   Pages 24-89

4. Does endorsing product brands by corporate branding pay off? A multi-country study

   • Markus Meierer

   Pages 90-168

5. Final remarks and directions for future research

   • Markus Meierer

   Pages 169-185

6. Back Matter

   Pages 187-206

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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.

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

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.

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