| 书目名称 | International Corporate Brand Management |
| 副标题 | Evaluating Standardi |
| 编辑 | Markus Meierer |
| 视频video | |
| 丛书名称 | Handel und Internationales Marketing Retailing and International Marketing |
| 图书封面 |  |
| 描述 | 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. |
| 出版日期 | Book 2011 |
| 关键词 | Branding; Corporate Brand Management; Cross-national analysis; Product Brand Management; Structural Equa |
| 版次 | 1 |
| doi | https://doi.org/10.1007/978-3-8349-6319-2 |
| isbn_softcover | 978-3-8349-2460-5 |
| isbn_ebook | 978-3-8349-6319-2Series ISSN 2626-3327 Series E-ISSN 2626-3335 |
| issn_series | 2626-3327 |
| copyright | Gabler Verlag | Springer Fachmedien Wiesbaden GmbH, Wiesbaden 2011 |
发表于 2025-3-21 17:52:47
