Téléchargez le livre : Cross-Cultural Brand Personality and Brand Desirability

Cross-Cultural Brand Personality and Brand Desirability

An Empirical Approach to the Role of Culture on this Mediated Interplay de

Éditeur :

Springer Gabler


Collection :

Markenkommunikation und Beziehungsmarketing

Paru le : 2020-08-13

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Description

This research proposes and empirically tests the impact of brand personality dimensions on brand desirability in a cross-cultural context. Further, the concept of brand-self-congruity is tested on its mediating role between brand personality dimensions and brand desirability. The results reveal that certain brand personality dimensions can have a direct and/ or indirect impact on brand desirability. Yet, this effect mechanism has not only been found to be brand-dependent but also culture-dependent. In this context, the mediating role of brand-self-congruity was confirmed across all cultures and brands investigated. Important implications are derived for research and brand management. In different countries, different brand personality dimensions lead to brand desirability. Therefore, brand managers should know their markets, understand cultural differences and adjust their brand strategy accordingly in order to attain brand desirability. 
Pages
251 pages
Collection
Markenkommunikation und Beziehungsmarketing
Parution
2020-08-13
Marque
Springer Gabler
EAN papier
9783658311773
EAN PDF
9783658311780
Informations sur l'ebook
Nombre pages copiables
2
Nombre pages imprimables
25
Taille du fichier
11776 Ko
Prix
89,66 €
EAN EPUB
9783658311780
Informations sur l'ebook
Nombre pages copiables
2
Nombre pages imprimables
25
Taille du fichier
8499 Ko
Prix
89,66 €

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