Consumer Responses to Corporate Responsibility and Branding - The Roles of Multinational Corporations' Media Investments, National Institutions and Internet Penetration

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.

Sommario

Introduction.- Study 1: Perceived Corporate Social Responsibility Effects across Nations The Role of National Institutions.- Study 2: Joint Role of Corporate Communication Budget Allocation and Internet Penetration in Multinationals  Corporate Brand Equity Cross-National Effects. A hierarchical three-way interaction.- Study 3: The Role of Regulative Institutions in the Effects of Social, Environmental and Economic CSR Dimensions across Nations.- Final Remarks.

Info autore

Dr. Lukas Zimmer received his doctoral degree from Trier University, where he worked at the Chair for Marketing and Retailing.

Riassunto

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.

Dettagli sul prodotto

• Autori: Lukas Zimmer
• Editore: Springer, Berlin
• Lingue: Inglese
• Formato: Tascabile
• Pubblicazione: 24.05.2025
• EAN: 9783658479152
• ISBN: 978-3-658-47915-2
• Pagine: 197
• Dimensioni: 148 mm x 13 mm x 210 mm
• Peso: 301 g
• Illustrazioni: XXVII, 197 p. 25 illus. Textbook for German language market.
• Serie: Handel und Internationales Marketing Retailing and International Marketing
• Categorie: Scienze sociali, diritto, economia > Economia > Pubblicità, marketing; Marketing, Branding, Marken und Markenkonzepte, Marketing und Vertrieb, Businesskommunikation und -präsentation, Corporate Social Responsibility, Corporate Communication, customer relationship management, corporate branding, National Institutions, Media Investments, Consumer Responses, Internet Penetration