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Many MNCs especially those with strong corporate brands decide at their headquarters on the cross-national allocation of corporate communication budgets (e.g., Datta et al. 2022). Coca-Cola and Bayer, for example, allocate billions to this based on host countries’ sales (MarketingWeek 2022; Fischer et al. 2011). However, Internet-based technologies are changing the way MNCs do business, interact and communicate with consumers abroad (e.g., Shankar et al., 2022).

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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

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  • 发表日期：

    2025年

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  • Lukas Zimmer

摘要

Many MNCs especially those with strong corporate brands decide at their headquarters on the cross-national allocation of corporate communication budgets (e.g., Datta et al. 2022). Coca-Cola and Bayer, for example, allocate billions to this based on host countries’ sales (MarketingWeek 2022; Fischer et al. 2011). However, Internet-based technologies are changing the way MNCs do business, interact and communicate with consumers abroad (e.g., Shankar et al., 2022).