Cross-Cultural Brand Personality and Brand Desirability : An Empirical Approach to the Role of Culture on this Mediated Interplay (Markenkommunikation und Beziehungsmarketing)

Vellnagel, Corinna Colette

Springer Gabler（2020/08発売）

• 製本 Paperback:紙装版/ペーパーバック版／ページ数 251 p.
• 商品コード 9783658311773

Full Description

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.