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100%: Corinna Colette Vellnagel: Cross-Cultural Brand Personality and Brand Desirability (ISBN: 9783658311780) Springer Shop, in Englisch, auch als eBook.Nur diese Ausgabe anzeigen…
50%: Vellnagel, Corinna Colette: Cross-Cultural Brand Personality and Brand Desirability: An Empirical Approach to the Role of Culture on this Mediated Interplay (Markenkommunikation und Beziehungsmarketing) (ISBN: 9783658311773) 2020, Springer Fachmedien Wiesbaden, Erstausgabe, in Englisch, Taschenbuch.Nur diese Ausgabe anzeigen…
Cross-Cultural Brand Personality and Brand Desirability
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Bester Preis: € 3,12 (vom 30.07.2020)1
Cross-Cultural Brand Personality and Brand Desirability
~EN NW EB DLISBN: 9783658311780 bzw. 3658311789, vermutlich in Englisch, Springer Shop, neu, E-Book, elektronischer Download.
Lieferung aus: Schweiz, Lagernd, zzgl. Versandkosten.
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. eBook.
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. eBook.
2
Cross-Cultural Brand Personality and Brand Desirability: An Empirical Approach to the Role of Culture on this Mediated Interplay (Markenkommunikation und Beziehungsmarketing) (2020)
EN PB NW FEISBN: 9783658311773 bzw. 3658311770, in Englisch, Springer Gabler, Taschenbuch, neu, Erstausgabe.
Lieferung aus: Deutschland, Dieser Artikel ist noch nicht erschienen. Jetzt vorbestellen vor und wir liefern Ihnen den Artikel sobald er verfügbar ist. Lieferung von Amazon, Versandkostenfrei.
Von Händler/Antiquariat, Amazon.de.
Springer Gabler, Taschenbuch, Ausgabe: 1st ed. 2020, Publiziert: 2020-12-05T00:00:01Z, Produktgruppe: Book.
Von Händler/Antiquariat, Amazon.de.
Springer Gabler, Taschenbuch, Ausgabe: 1st ed. 2020, Publiziert: 2020-12-05T00:00:01Z, Produktgruppe: Book.
3
Cross-Cultural Brand Personality and Brand Desirability: An Empirical Approach to the Role of Culture on This Mediated Interplay Corinna Colette Velln
~EN PB NWISBN: 9783658311773 bzw. 3658311770, vermutlich in Englisch, Springer Fachmedien Wiesbaden, Taschenbuch, neu.
Lieferung aus: Vereinigte Staaten von Amerika, zzgl. Versandkosten.
Cross Cultural Brand Personality and Brand Desirability,Corinna Colette Vellnagel.
Cross Cultural Brand Personality and Brand Desirability,Corinna Colette Vellnagel.
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