International Corporate Brand Management Evaluating Standardized Corporate Branding Across Countries
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 stand...
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| Format: | Electronic Resource |
| Language: | English |
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Wiesbaden
Gabler
2011.
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| Online Access: | Available for University of the Philippines Diliman via SpringerLink. Click here to access |