Periodic Report - GLOBRAND (Relating company efforts to consumer perceptions: a contingency framework)
Project ID: 209161Funded under: FP7-PEOPLE
This is the periodic report for the GLOBRAND project which aimed to investigate how corporate image building efforts of companies are related to consumer perceptions of these corporations. This report describes the work performed and achievements made so far. Preliminary results suggest that certain marketing communication activities resonate better with certain stakeholders in building specific image dimensions. There is also a difference in terms of the effectiveness of communication methods across countries.
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Record Number: 10291 / Last updated on: 2012-04-12