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Cross-Cultural Brand Personality and Brand Desirability

Corinna Colette Vellnagel
4.9/5 (17104 ratings)
Read Now Download Now ⏭ listen AudioBook
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.We have made it easy for you to find a PDF Ebooks without any digging. And by having access to our ebooks online or by storing it on your computer, you have convenient answers with Cross-Cultural Brand Personality and Brand Desirability. To get started finding Cross-Cultural Brand Personality and Brand Desirability, you are right to find our website which has a comprehensive collection of manuals listed.
Our library is the biggest of these that have literally hundreds of thousands of different products represented.
Pages
272
Format
PDF, EPUB & Kindle Edition
Publisher
Springer Nature
Release
2020
ISBN
AoRsAAAAMAAJ

Cross-Cultural Brand Personality and Brand Desirability

Corinna Colette Vellnagel
4.4/5 (1290744 ratings)
Read Now Download now ⏭ listen AudioBook
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.We have made it easy for you to find a PDF Ebooks without any digging. And by having access to our ebooks online or by storing it on your computer, you have convenient answers with Cross-Cultural Brand Personality and Brand Desirability. To get started finding Cross-Cultural Brand Personality and Brand Desirability, you are right to find our website which has a comprehensive collection of manuals listed.
Our library is the biggest of these that have literally hundreds of thousands of different products represented.
Pages
272
Format
PDF, EPUB & Kindle Edition
Publisher
Springer Nature
Release
2020
ISBN
AoRsAAAAMAAJ

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