International Corporate Brand Management

Know about the book -

International Corporate Brand Management is written by Markus Meierer and published by Springer Science & Business Media. It's available with International Standard Book Number or ISBN identification 3834963194 (ISBN 10) and 9783834963192 (ISBN 13).

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.