Consumer Responses to Corporate Responsibility and Branding : The Roles of Multinational Corporations' Media Investments, National Institutions and Internet Penetration (Handel und Internationales Marketing Retailing and International Marketing)

Zimmer, Lukas

Springer Gabler（2025/04発売）

• 製本 Paperback:紙装版/ペーパーバック版／ページ数 197 p.
• 言語 ENG
• 商品コード 9783658479152
• DDC分類 658.8342

Full Description

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.

Contents

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.