Cross-Cultural Brand Personality and Brand Desirability : An Empirical Approach to the Role of Culture on this Mediated Interplay
Vellnagel, Corinna Colette
Cross-Cultural Brand Personality and Brand Desirability : An Empirical Approach to the Role of Culture on this Mediated Interplay by Corinna Colette Vellnagel - 1st ed - Wiesbaden Springer Fachmedien Wiesbaden 2020 - 1 recurso en línea (XXIII, 251 p.) - Springer eBooks Markenkommunikation und Beziehungsmarketing .
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. .
Forma de acceso: World Wide Web
9783658311780
Consumidores--Conducta
HF5415.32 / .V45 2020 EB
658.827
Cross-Cultural Brand Personality and Brand Desirability : An Empirical Approach to the Role of Culture on this Mediated Interplay by Corinna Colette Vellnagel - 1st ed - Wiesbaden Springer Fachmedien Wiesbaden 2020 - 1 recurso en línea (XXIII, 251 p.) - Springer eBooks Markenkommunikation und Beziehungsmarketing .
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. .
Forma de acceso: World Wide Web
9783658311780
Consumidores--Conducta
HF5415.32 / .V45 2020 EB
658.827