Marketers have to understand how the information that consumers associate with a company and its products affects their responses to those products. Addressing 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.

Autorentext

Dr. Markus Meierer received his doctor's degree from the University of Trier (FB IV), where he worked at the chair of Prof. Dr. Prof. h.c. Bernhard Swoboda. He is a Senior Research Associate at the University of Zurich.

Inhalt

Setting up Corporate Brand Management Internally; Controlling Corporate Brand Management Externally; Managing the Corporate Brand Internationally; Does Standardization of Corporate Branding Across Countries Work?; Does Endorsing Product Brands by Corporate Branding Pay off?