The corporate reputation of multinational corporations

Autori

• Cathrin Huber

Parametri

• 204 pagine
• 8 ore di lettura

• Libri di testo
• Libri di testo universitari

Maggiori informazioni sul libro

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.

Lingua: Inglese

Pubblicato: 2018

(In brossura)