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International Corporate Brand Management
Language
English
English
Book
Paperback
Marketers have to understand how the information that consumers associate with a company and its pro...
Full description
Libristo code: 08924277
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161 b
161 b
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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 book
Full name
International Corporate Brand Management
Author
Markus Meierer
Language
English
English
Binding
Book - Paperback
Date of issue
2010
Number of pages
206
EAN
9783834924605
ISBN
9783834924605
Libristo code
08924277
Publishers
Gabler
Weight
278
Dimensions
148 x 210 x 12
