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