Cross-Cultural Brand Personality and Brand Desirability
An Empirical Approach to the Role of Culture on this Mediated Interplay
Häftad, Engelska, 2020
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Fri frakt för medlemmar vid köp för minst 249 kr.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.
Produktinformation
- Utgivningsdatum2020-08-14
- Mått148 x 210 x 16 mm
- Vikt361 g
- FormatHäftad
- SpråkEngelska
- SerieMarkenkommunikation und Beziehungsmarketing
- Antal sidor251
- FörlagSpringer Fachmedien Wiesbaden
- ISBN9783658311773