Cross-cultural brand personality and brand desirability: an empirical approach to the role of culture on this mediated interplay
Auteur :
Vellnagel, Corinna Colette
Éditeur :
Springer Fachmedien Wiesbaden
ISBN :
9783658311773
Date de publication :
14 août 2020
Dimensions :
21,0 x 14,8 cm
Langue :
Anglais
Pays d'origine :
Allemagne
This research proposes and empirically tests the impact of brand personality dimensions on brand desirability in a cross-cultural context. Therefore, brand managers should know their markets, understand cultural differences and adjust their brand strategy accordingly in order to attain brand desirability.