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.
| Autorius: | Cathrin Huber |
| Leidėjas: | Springer Fachmedien Wiesbaden |
| Išleidimo metai: | 2017 |
| Knygos puslapių skaičius: | 204 |
| ISBN-10: | 3658197633 |
| ISBN-13: | 9783658197636 |
| Formatas: | Knyga minkštu viršeliu |
| Kalba: | Anglų |
| Žanras: | Brands and branding |
Parašykite atsiliepimą apie „The Corporate Reputation of Multinational Corporations: An Analysis of Consumers Perceptions of Corporate Reputation and its Effects Across Nations“
