Cross-cultural brand personality and brand desirability : an empirical approach to the role of culture on this mediated interplay / Corinna Colette Vellnagel.

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Cross-cultural brand personality and brand desirability : an empirical approach to the role of culture on this mediated interplay / Corinna Colette Vellnagel.

9783658311780 (electronic book)
3658311789 (electronic book)
3658311770
9783658311773

Wiesbaden : Springer Gabler, 2020.

English

Foreword in German.

1 online resource

10.1007/978-3-658-31178-0 doi
10.1007/978-3-658-31

HF5415.1255

658.8/27

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.

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Markenkommunikation und Beziehungsmarketing.

Print version: 9783658311773

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