Consumer Responses to Corporate Responsibility and Branding
The Roles of Multinational Corporations' Media Investments, National Institutions and Internet Penetration
Springer Gabler
ISBN 978-3-658-47916-9
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Bibliografische Daten
eBook. PDF
2025
XXVII, 197 p. 25 illus..
In englischer Sprache
Umfang: 197 S.
Verlag: Springer Gabler
ISBN: 978-3-658-47916-9
Weiterführende bibliografische Daten
Das Werk ist Teil der Reihe: Handel und Internationales Marketing Retailing and International Marketing
Produktbeschreibung
Lukas Zimmer investigates consumer responses to corporate responsibility and branding in an international context, providing new and important insights for research and practice. He analyzes how multinational corporations can benefit from consumer-perceived corporate social responsibility in various institutional contexts. Regarding corporate branding, he demonstrates that communication budget adjustments according to national internet penetration are favorable in terms of consumer behavior across nations. Moreover, he reveals beneficial and powerful dimensions of corporate social responsibility for consumer behavior in different regulative environments. About the Author Dr. Lukas Zimmer received his doctoral degree from Trier University, where he worked at the Chair for Marketing and Retailing.
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