The Corporate Reputation of Multinational Corporations - An Analysis of Consumers' Perceptions of Corporate Reputation and its Effects Across Nations (Paperback, 1st ed. 2018)

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.

General

Imprint:	Springer Gabler
Country of origin:	Germany
Series:	Handel und Internationales Marketing Retailing and International Marketing
Release date:	November 2017
First published:	2018
Authors:	Cathrin Huber
Dimensions:	210 x 148mm (L x W)
Format:	Paperback
Pages:	181
Edition:	1st ed. 2018
ISBN-13:	978-3-658-19763-6
Categories:	Books > Business & Economics > Business & management > Sales & marketing > Market research
LSN:	3-658-19763-3
Barcode:	9783658197636

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