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International Corporate Brand Management
Markus Meierer
€ 61.81
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Description for International Corporate Brand Management
Paperback. Series: Handel und Internationales Marketing / Retailing and International Marketing. Num Pages: 226 pages, 3 black & white illustrations, 5 black & white tables, biography. BIC Classification: KJS. Category: (P) Professional & Vocational. Dimension: 210 x 148 x 12. Weight in Grams: 278.
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.
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.
Product Details
Format
Paperback
Publication date
2010
Publisher
Gabler Germany
Number of pages
226
Condition
New
Series
Handel und Internationales Marketing / Retailing and International Marketing
Number of Pages
206
Place of Publication
Wiesbaden, Germany
ISBN
9783834924605
SKU
V9783834924605
Shipping Time
Usually ships in 15 to 20 working days
Ref
99-15
About Markus Meierer
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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