| 書目名稱 | Cross-Cultural Brand Personality and Brand Desirability |
| 副標(biāo)題 | An Empirical Approac |
| 編輯 | Corinna Colette Vellnagel |
| 視頻video | http://file.papertrans.cn/241/240279/240279.mp4 |
| 叢書名稱 | Markenkommunikation und Beziehungsmarketing |
| 圖書封面 |  |
| 描述 | .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.?. |
| 出版日期 | Book 2020 |
| 關(guān)鍵詞 | brand-self-congruity; brand management; brand personality dimensions; employer branding; brand strategy |
| 版次 | 1 |
| doi | https://doi.org/10.1007/978-3-658-31178-0 |
| isbn_softcover | 978-3-658-31177-3 |
| isbn_ebook | 978-3-658-31178-0Series ISSN 2626-0263 Series E-ISSN 2626-028X |
| issn_series | 2626-0263 |
| copyright | The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Fachmedien Wies |
|Archiver|手機版|小黑屋|
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