| 書目名稱 | International Corporate Brand Management |
| 副標題 | Evaluating Standardi |
| 編輯 | Markus Meierer |
| 視頻video | http://file.papertrans.cn/472/471440/471440.mp4 |
| 叢書名稱 | Handel und Internationales Marketing Retailing and International Marketing |
| 圖書封面 |  |
| 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 |
| 關鍵詞 | 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 |