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International Corporate Brand Management

Evaluating Standardized Corporate Branding Across Countries

  • Book
  • © 2011

Overview

Authors:
  1. Markus Meierer
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Table of contents (4 chapters)

  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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Keywords

About this book

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.

About the author

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.

Bibliographic Information

  • Book Title: International Corporate Brand Management

  • Book Subtitle: Evaluating Standardized Corporate Branding Across Countries

  • Authors: Markus Meierer

  • Series Title: Handel und Internationales Marketing Retailing and International Marketing

  • DOI: https://doi.org/10.1007/978-3-8349-6319-2

  • Publisher: Gabler Verlag Wiesbaden

  • eBook Packages: Business and Economics, Business and Management (R0)

  • Copyright Information: Gabler Verlag | Springer Fachmedien Wiesbaden GmbH, Wiesbaden 2011

  • Softcover ISBN: 978-3-8349-2460-5Published: 14 October 2010

  • eBook ISBN: 978-3-8349-6319-2Published: 14 October 2010

  • Series ISSN: 2626-3327

  • Series E-ISSN: 2626-3335

  • Edition Number: 1

  • Number of Pages: XX, 206

  • Number of Illustrations: 3 b/w illustrations

  • Topics: Marketing

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