HERMES-Catalog

Cross-Cultural Brand Personality and Brand Desirability : An Empirical Approach to the Role of Culture on this Mediated Interplay / by Corinna Colette Vellnagel
(Markenkommunikation und Beziehungsmarketing. ISSN:2626028X)

Publisher	(Wiesbaden : Springer Fachmedien Wiesbaden : Imprint: Springer Gabler)
Year	2020
Edition	1st ed. 2020.
Authors	*Vellnagel, Corinna Colette author SpringerLink (Online service)

Links to the text	Location	Volume	Call No.	Barcode No.	Status	Comments	ISBN	Printed	Restriction	Reserve
Links to the text	Library Off-campus access			OB00161662		Springer Business and Management eBooks (電子ブック)	9783658311780

Material Type	E-Book
Media type	機械可読データファイル
Size	XXIII, 251 p. 88 illus : online resource
Notes	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. HTTP:URL=https://doi.org/10.1007/978-3-658-31178-0
Subjects	LCSH:Branding (Marketing) LCSH:Consumer behavior FREE:Branding FREE:Consumer Behavior
Classification	LCC:HF5415.1255 DC23:658.827
ID	8000068416
ISBN	9783658311780