000			02280nam a22003615i 4500
999			_c10964 _d10964
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003			ES-VaUE
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007			cr nn 008mamaa
008			200813s2020 gw | s |||| 0|eng d
020			_a9783658311780
040			_dUNAV _bspa _cUEV
050			_aHF5415.32 _b.V45 2020 EB
082	0	4	_a658.827 _223
100	1		_aVellnagel, Corinna Colette
245	1	0	_aCross-Cultural Brand Personality and Brand Desirability : _bAn Empirical Approach to the Role of Culture on this Mediated Interplay _cby Corinna Colette Vellnagel
250			_a1st ed
260			_aWiesbaden _bSpringer Fachmedien Wiesbaden _c2020
300			_a1 recurso en línea (XXIII, 251 p.)
336			_2rdacontent _aTexto (visual) _btxt
337			_2rdamedia _aelectrónico _bc
338			_2rdacarrier _arecurso electrónico _bcr
490	0		_aSpringer eBooks
490	0		_aMarkenkommunikation und Beziehungsmarketing
520			_aThis 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. .
538			_aForma de acceso: World Wide Web
650		7	_2embne _960818 _aConsumidores _xConducta
710	2		_aSpringerLink
856	4	0	_uhttps://go.openathens.net/redirector/universidadeuropea.es?url=http://doi.org/10.1007/978-3-658-31178-0 _zAcceso a este recurso digital (usuarios Universidad Europea de Valencia)
942			_2lcc _cLE
998			_db