International Corporate Brand 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 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 |
You must register with us as either a Registered User before you can Download this Book. You'll be greeted by a simple sign-up page.
Once you have finished the sign-up process, you will be redirected to your download Book page.
How it works:- 1. Register a free 1 month Trial Account.
- 2. Download as many books as you like (Personal use)
- 3. Cancel the membership at any time if not satisfied.
