Handel und Internationales Marketing Retailing and International Marketing

International Corporate Brand Management

Evaluating Standardized Corporate Branding Across Countries

Authors: Meierer, Markus

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eBook $84.99
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  • ISBN 978-3-8349-6319-2
  • Digitally watermarked, DRM-free
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  • Immediate eBook download after purchase
Softcover $109.00
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  • ISBN 978-3-8349-2460-5
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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 authors

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.

Table of contents (4 chapters)

  • Introduction

    Meierer, Markus

    Pages 1-23

  • Does standardization of corporate branding across countries work?

    Meierer, Markus

    Pages 24-89

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

    Meierer, Markus

    Pages 90-168

  • Final remarks and directions for future research

    Meierer, Markus

    Pages 169-185

Buy this book

eBook $84.99
price for USA (gross)
  • ISBN 978-3-8349-6319-2
  • Digitally watermarked, DRM-free
  • Included format: PDF
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Softcover $109.00
price for USA
  • ISBN 978-3-8349-2460-5
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
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Bibliographic Information

Bibliographic Information
Book Title
International Corporate Brand Management
Book Subtitle
Evaluating Standardized Corporate Branding Across Countries
Authors
Series Title
Handel und Internationales Marketing Retailing and International Marketing
Copyright
2011
Publisher
Gabler Verlag
Copyright Holder
Gabler Verlag | Springer Fachmedien Wiesbaden GmbH, Wiesbaden
eBook ISBN
978-3-8349-6319-2
DOI
10.1007/978-3-8349-6319-2
Softcover ISBN
978-3-8349-2460-5
Edition Number
1
Number of Pages
XX, 206
Number of Illustrations and Tables
3 b/w illustrations
Topics