The Corporate Reputation of Multinational Corporations An Analysis of Consumers’ Perceptions of Corporate Reputation and its Effects Across Nations
Description
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.
Keywords
Business & EconomicsMarketingDesignGraphic ArtsBranding & Logo DesignInternationalResearchSales & SellingAdvertising & Promotion
2017Book
Author(s)Cathrin Huber
PublisherSpringer Fachmedien Wiesbaden
ISBN9783658197636
LanguageEnglish
