Consumer Responses to Corporate Responsibility and Branding: The Roles of Multinational Corporations' Media Investments, National Institutions and Int
暫譯: 消費者對企業責任與品牌的回應：跨國公司的媒體投資、國家機構與國際影響的角色

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.