International Corporate Brand Management

International Corporate Brand Management

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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.Monroe, Kent B. (1993), aquot;Editorial, aquot; Journal of Consumer Research, 19 (4), v. ... Bengt O. (1994), aquot;Multilevel Covariance Structure Analysis, aquot; Sociological Methods aamp; Research, 22 (3), 376-98. MuthAcn, Linda K. and Bengt O. MuthAcn ( 2002), aquot;How to Use a Monte Carlo Study to Decide on Sample Size and Determine Power, aquot; Structural Equation Modeling, 9 (4), 599-620. ---- (2007), Mplus Usera#39;s Guide (5 ed.)anbsp;...

Title:International Corporate Brand Management
Author: Markus Meierer
Publisher:Springer Science & Business Media - 2010-10-14

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