Download or read book International Corporate Brand Management written by Markus Meierer and published by Springer Science & Business Media. This book was released on 2010-10-14 with total page 224 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.