International Corporate Brand Management Evaluating Standardized Corporate Branding Across Countries /

• Main Author: Meierer, Markus (Author)
• Corporate Author: SpringerLink (Online service)
• Format: Electronic eBook
• Language: English
• Published: Wiesbaden : Gabler, 2011.
• Subjects: Business.; Marketing.; Business and Management.

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 stand...