Download International Corporate Brand Management: Evaluating by Markus Meierer PDF

By Markus Meierer

Marketers need to know the way the data that customers go along with a firm and its items impacts their responses to these items. Adressing this factor, Markus Meierer analyzes to begin with if shoppers from Germany, France, Romania, Russia, and the us understand an the world over standardized company model homogenously in addition to if a good impression on shoppers' product reaction exists. Secondly he investigates if shoppers understand company and product model as reciprocally comparable throughout international locations in addition to how the direct and oblique results of company and product branding on shoppers' product reaction glance like.

Show description

Read Online or Download International Corporate Brand Management: Evaluating Standardized Corporate Branding Across Countries PDF

Best international books

Discovery Science: 15th International Conference, DS 2012, Lyon, France, October 29-31, 2012. Proceedings

This booklet constitutes the refereed court cases of the fifteenth foreign convention on Discovery technology, DS 2012, held in Lyon, France, in October 2012. The 22 papers provided during this quantity have been conscientiously reviewed and chosen from forty six submissions. the sector of discovery technological know-how goals at inducing and validating new medical hypotheses from information.

Proceedings of an international conference on Dynamic Crack Propagation

The making plans assembly for a convention on Dynamic Crack Propagation used to be held at M. LT. in February 1971 and attended via study employees from numerous business, governmental and educational corporations. It was once felt extra really good assembly would supply a greater chance for either U. S. and international researchers to replace their principles and perspectives on dynamic fracture, an issue that's seldom emphasised in nationwide or foreign fracture meetings.

Biodiversity Conservation: Problems and Policies

This ebook experiences the extra policy-oriented result of the Biodiversity programme of the Royal Swedish Academy of Sciences Beijer Institute. The programme introduced economists and ecologists jointly to contemplate the place the matter in biodiversity loss quite lies, what expenses it has for society, and the way it may well most sensible be addressed.

The Essential Wallerstein

Key essays from the "prolific, provocative, 'big-picture theorist'" (Booklist) and originator of world-systems research. Immanuel Wallerstein is likely one of the so much leading edge social scientists of his iteration. earlier president of the foreign Sociological organization, he has had a massive effect at the improvement of social proposal during the international, and his books are translated into each significant language.

Additional info for International Corporate Brand Management: Evaluating Standardized Corporate Branding Across Countries

Example text

Schemata are formed of past experiences and consist of expectations about the order in which things occur (Mandler 1979, p. 263). Schemata “have implications regarding attention, infer- 32 Does standardization of corporate branding across countries work? ence, evaluation, planning, and behavior, yet 90% of the current research ignores these variables (Fiske and Linville 1980, p. ” The degree to which a schemabased evaluation serves as a guide for action depends upon whether the schema contains parameters that can help a person identify and choose among future courses of action (Axelrod 1973, p.

Corporate image. Thereby, I consider the work of Walsh and Beatty (2007), who analyzed in depth which associations a consumer generally links to a firm. Secondly, I not only hypothesize an indirect effect of those specific corporate associations through corporate image on product loyalty, but also that they might directly influence product loyalty. This addresses companies’ intentions to have an immediate impact on consumers’ product response by using corporate branding. Thirdly, following Lehman, Keller, and Farley (2008, p.

Secondly, I examine if the direct impact of both specific corporate associations and corporate image on consumers’ product response varies between countries. 1 Monte Carlo study Prior to the data collection, a Monte Carlo study was conducted to decide on sample size and to determine power of the hypothesized model. As structural equation modeling heuristics should be used to test measurement invariance and hypotheses, an adequate sample size is a necessary precondition for valid and reliable results 40 Does standardization of corporate branding across countries work?

Download PDF sample

Rated 4.40 of 5 – based on 36 votes