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.
- ISBN: 978-3-6581-9763-6
- Editorial: Springer Gabler
- Encuadernacion: Rústica
- Páginas: 182
- Fecha Publicación: 31/10/2017
- Nº Volúmenes: 1
- Idioma: Inglés
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