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Table of contents (5 chapters)
Keywords
About this book
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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Bibliographic Information
Book Title: Cross-Cultural Brand Personality and Brand Desirability
Book Subtitle: An Empirical Approach to the Role of Culture on this Mediated Interplay
Authors: Corinna Colette Vellnagel
Series Title: Markenkommunikation und Beziehungsmarketing
DOI: https://doi.org/10.1007/978-3-658-31178-0
Publisher: Springer Gabler Wiesbaden
eBook Packages: Business and Management, Business and Management (R0)
Copyright Information: The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Fachmedien Wiesbaden GmbH, part of Springer Nature 2020
Softcover ISBN: 978-3-658-31177-3Published: 14 August 2020
eBook ISBN: 978-3-658-31178-0Published: 13 August 2020
Series ISSN: 2626-0263
Series E-ISSN: 2626-028X
Edition Number: 1
Number of Pages: XXIII, 251
Number of Illustrations: 88 b/w illustrations
Topics: Branding, Consumer Behavior