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Consumer Responses to Corporate Responsibility and Branding: The Roles of Multinational Corporations' Media Investments, National Institutions and Int
Paperback
Series: Handel Und Internationales Marketing Retailing and Internati
Business GeneralMarketingGraphic Design
ISBN13: 9783658479152
Publisher: Springer Gabler
Published: Apr 13 2025
Pages: 197
Weight: 0.61
Height: 0.52 Width: 5.83 Depth: 8.27
Language: English
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.
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