The Corporate Reputation of Multinational Corporations

An Analysis of Consumers’ Perceptions of Corporate Reputation and its Effects Across Nations

von Cathrin Huber

181 Seiten, Taschenbuch

Kurzbeschreibung des Verlags

Cathrin Huber investigates the reputation of multinational corporations and provides novel insights and important implications for researchers and managers based on theoretical considerations and empirical analyses. She shows that country-specific factors like cultural or political factors, but also institutional differences between countries as well as firm-specific resources in a country influence the corporate reputation-consumer behavior relationship. Additionally, an overview of the main cultural approaches and how they influence consumers’ corporate reputation perceptions is given. 

• Reihe: Handel und Internationales Marketing Retailing and International Marketing
• Themen: Wirtschaftswissenschaft, Finanzen, Betriebswirtschaft und Management Betriebswirtschaft und Management Marketing und Vertrieb Marken und Markenkonzepte
• ISBN: 9783658197636
• Sprache: Englisch
• Erscheinungsdatum: 07.11.2017
• Größe: 21 x 14.8 cm
• Verlag: Springer Fachmedien Wiesbaden GmbH