BÜCHER VERSANDKOSTENFREI INNERHALB DEUTSCHLANDS
eBook
The Corporate Reputation of Multinational Corporations
An Analysis of Consumers' Perceptions of Corporate Reputation and its Effects Across Nations
Springer Gabler
ISBN 978-3-658-19764-3
Standardpreis
Bibliografische Daten
eBook. PDF. Weiches DRM (Wasserzeichen)
2017
XX, 181 p. 10 illus..
In englischer Sprache
Umfang: 181 S.
Verlag: Springer Gabler
ISBN: 978-3-658-19764-3
Weiterführende bibliografische Daten
Das Werk ist Teil der Reihe: Handel und Internationales Marketing Retailing and International Marketing
Produktbeschreibung
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.
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