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.
Introduction.- Study 1: Perceived Corporate Social Responsibility
Effects across Nations The Role of National Institutions.- Study 2: Joint
Role of Corporate Communication Budget Allocation and Internet Penetration in
Multinationals Corporate Brand Equity Cross-National Effects. A hierarchical
three-way interaction.- Study 3: The Role of Regulative Institutions in the
Effects of Social, Environmental and Economic CSR Dimensions across Nations.-
Final Remarks.
Dr. Lukas Zimmer received his doctoral degree from Trier University, where he worked at the Chair for Marketing and Retailing.
