International Corporate Brand Management: Evaluating Standardized Corporate Branding Across Countries
Markus Meierer (auth.)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.
კატეგორია:
წელი:
2011
გამოცემა:
1
გამომცემლობა:
Gabler Verlag
ენა:
english
გვერდები:
206
ISBN 10:
3834963194
ISBN 13:
9783834963192
ფაილი:
PDF, 1.04 MB
IPFS:
,
english, 2011
ამ წიგნის ჩამოტვირთვა მიუწვდომელია საავტორო უფლებების მფლობელის საჩივრის გამო