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Cross-Cultural Brand Personality and Brand Desirability

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

af Corinna Colette Vellnagel

indgår i Markenkommunikation Und Beziehungsmarketing serien

Cross-Cultural Brand Personality and Brand Desirability af Corinna Colette Vellnagel
Bag om Cross-Cultural Brand Personality and Brand Desirability

This research proposes and empirically tests the impact of brand personality dimensions on brand desirability in a cross-cultural context. Therefore, brand managers should know their markets, understand cultural differences and adjust their brand strategy accordingly in order to attain brand desirability.

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  • Sprog:
  • Engelsk
  • ISBN:
  • 9783658311773
  • Indbinding:
  • Paperback
  • Sideantal:
  • 251
  • Udgivet:
  • 14. august 2020
  • Udgave:
  • 12020
  • Størrelse:
  • 148x210x0 mm.
  • Vægt:
  • 454 g.
  • 8-11 hverdage.
  • 20. november 2024

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This research proposes and empirically tests the impact of brand personality dimensions on brand desirability in a cross-cultural context. Therefore, brand managers should know their markets, understand cultural differences and adjust their brand strategy accordingly in order to attain brand desirability.

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