International Corporate Brand Management [electronic resource] : Evaluating Standardized Corporate Branding Across Countries /
Meierer, Markus.author.
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.
Description based upon print version of record.
Foreword; Acknowledgments; Table of Contents; List of Figures; List of Tables; List of Abbreviations; 1 Introduction; 1.1 Basic definitions: Corporate brand, corporate branding, and corporate brand management; 1.2 Setting up corporate brand management internally: Stakeholder orientation,implementation decisions, and organizational challenges; 1.3 Controlling corporate brand management externally: Corporate associations, corporate reputation and corporate image; 1.4 Managing the corporate brand internationally: Fundamental decisions and organizational integration
1.5 Contributions of the various chapters2 Does standardization of corporate branding across countries work?; 2.1 Introduction; 2.2 Conceptualization and hypotheses development; 2.2.1 Corporate associations and corporate image; 2.2.2 Schema-theoretic perspective on corporate branding; 2.2.2.1 Relationship between specific corporate associations and corporate image; 2.2.2.2 Relationship of specific corporate associations and corporate image to consumers' product response; 2.2.2.3 Schemata in a cross-national context; 2.2.3 Literature review and hypotheses development
2.2.3.1 Specific corporate associations2.2.3.2 Corporate image; 2.3 Empirical analysis; 2.3.1 Monte Carlo study; 2.3.2 Sample characteristics; 2.3.3 Measurements; 2.3.4 Method; 2.3.5 Results; 2.4 Discussion; 2.4.1 Theoretical implications; 2.4.2 Managerial implications; 2.4.3 Limitations and directions for future research; 2.5 Appendix; 2.5.1 Definition, source and measurement of constructs; 2.5.2 Monte Carlo study; 2.5.2.1 Population values; 2.5.2.2 Parameter estimate bias, standard error bias, coverage, and power for structural parameters (condition 1 and 2, 200-1400 observations)
2.5.2.3 Parameter estimate bias, standard error bias, coverage, and power for structural parameters (condition 1 and 2, 1600-2800 observations)2.5.3 Country-specific sample and population demographics according to gender, age groups and highest educational attainment (in percent); 2.5.3.1 Germany; 2.5.3.2 France; 2.5.3.3 Romania; 2.5.3.4 Russia; 2.5.3.5 USA; 2.5.4 Reliability and validity testing; 2.5.4.1 Reliability and convergent validity; 2.5.4.2 Discriminant validity; 2.5.5 Measurement invariance testing; 2.5.5.1 Countries; 2.5.5.2 Product categories; 2.5.5.3 Country of origin knowledge
2.5.5.4 Education2.5.5.5 Age; 2.5.5.6 Gender; 2.5.6 Descriptive sample statistics; 2.5.7 Path coefficients; 2.5.7.1 Product categories; 2.5.7.2 Country of origin knowledge; 2.5.7.3 Education; 2.5.7.4 Age; 2.5.7.5 Gender; 2.5.8 Differences in path coefficients; 2.5.8.1 Countries; 2.5.8.2 Product categories; 2.5.8.3 Country of origin knowledge; 2.5.8.4 Education; 2.5.8.5 Age; 2.5.8.6 Gender; 3 Does endorsing product brands by corporate branding pay off? A multi-country study; 3.1 Introduction; 3.2 Conceptualization and hypotheses development
3.2.1 Consumers' perception of corporate and product brands
Includes bibliographical references (p. [186]-206).
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.
Marketing.
Marketing.