The Corporate Reputation of Multinational Corporations: An Analysis of Consumers’ Perceptions of Corporate Reputation and its Effects Across Nations By Cathrin Huber
English | PDF | 2017 (2018 Edition) | 200 Pages | ISBN : 3658197633 | 7.88 MB
Cathrin Huber investigates the reputation of multinational corporations and provides novel insights and important implications for researchers and managers based on theoretical considerations and empirical analyses. She shows that country-specific factors like cultural or political factors, but also institutional differences between countries as well as firm-specific resources in a country influence the corporate reputation-consumer behavior relationship. Additionally, an overview of the main cultural approaches and how they influence consumers’ corporate reputation perceptions is given.
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