000			01983nam a22004095i 4500
001			978-3-8349-6319-2
003			DE-He213
005			20140220083820.0
007			cr nn 008mamaa
008			101013s2011 gw | s |||| 0|eng d
020			_a9783834963192 _9978-3-8349-6319-2
024	7		_a10.1007/978-3-8349-6319-2 _2doi
050		4	_aHF5410-5417.5
072		7	_aKJS _2bicssc
072		7	_aKJSM _2bicssc
072		7	_aBUS043000 _2bisacsh
082	0	4	_a658.8 _223
100	1		_aMeierer, Markus. _eauthor.
245	1	0	_aInternational Corporate Brand Management _h[electronic resource] : _bEvaluating Standardized Corporate Branding Across Countries / _cby Markus Meierer.
264		1	_aWiesbaden : _bGabler, _c2011.
300			_aXX, 206p. 3 illus. _bonline resource.
336			_atext _btxt _2rdacontent
337			_acomputer _bc _2rdamedia
338			_aonline resource _bcr _2rdacarrier
347			_atext file _bPDF _2rda
520			_aMarketers 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.
650		0	_aEconomics.
650		0	_aMarketing.
650	1	4	_aEconomics/Management Science.
650	2	4	_aMarketing.
710	2		_aSpringerLink (Online service)
773	0		_tSpringer eBooks
776	0	8	_iPrinted edition: _z9783834924605
856	4	0	_uhttp://dx.doi.org/10.1007/978-3-8349-6319-2
912			_aZDB-2-SBE
999			_c108761 _d108761