Cross Cultural Brand Personality and Brand Desirability An Empirical Approach to the Role of Culture on this Mediated Interplay 1st edition by Corinna Colette Vellnagel 3658311780

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Product details:

ISBN-10 :  3658311780 

ISBN-13 :  9783658311780

Author:  Corinna Colette Vellnagel 

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. 

Cross Cultural Brand Personality and Brand Desirability An Empirical Approach to the Role of Culture on this Mediated Interplay 1st Table of contents:

1. Introduction
2. Theoretical Background
3. Acquisition of the Role of Culture on the Relationship Between Brand Personality and Brand Desirability
4. Model Testing and Empirical Analysis
5. Summarised Evaluation, Conclusion and Critical Reflection

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Tags: Cross Cultural, Brand Personality, Brand Desirability, Empirical Approach, the Role of Culture, Mediated Interplay, Corinna Colette Vellnagel