Consumer Responses to Corporate Responsibility and Branding: The Roles of Multinational Corporations’ Media Investments, National Institutions and … Retailing and International Marketing)
by: Lukas Zimmer (Author)
Publisher: Springer Gabler
Publication Date: 2025-04-13
Language: English
Print Length: 228 pages
ISBN-10: 3658479159
ISBN-13: 9783658479152
Book 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.
Editorial Reviews
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.