Lukas Zimmer: Consumer Responses to Corporate Responsibility and Branding, Kartoniert / Broschiert
Consumer Responses to Corporate Responsibility and Branding
- The Roles of Multinational Corporations' Media Investments, National Institutions and Internet Penetration
(soweit verfügbar beim Lieferanten)
- Verlag:
- Springer Fachmedien Wiesbaden, 04/2025
- Einband:
- Kartoniert / Broschiert
- Sprache:
- Englisch
- ISBN-13:
- 9783658479152
- Artikelnummer:
- 12266771
- Umfang:
- 228 Seiten
- Gewicht:
- 301 g
- Maße:
- 210 x 148 mm
- Stärke:
- 13 mm
- Erscheinungstermin:
- 13.4.2025
- Hinweis
-
Achtung: Artikel ist nicht in deutscher Sprache!
Klappentext
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.
