國立高雄大學圖資館 |

Language: English

Back

Cross-cultural brand personality and...

SpringerLink (Online service)

Cross-cultural brand personality and brand desirabilityan empirical approach to the role of culture on this mediated interplay /

Record Type:	Electronic resources : Monograph/item
Title/Author:	Cross-cultural brand personality and brand desirabilityby Corinna Colette Vellnagel.
Reminder of title:	an empirical approach to the role of culture on this mediated interplay /
Author:	Vellnagel, Corinna Colette.
Published:	Wiesbaden :Springer Fachmedien Wiesbaden :2020.
Description:	xxiii, 251 p. :ill., digital ;24 cm.
Contained By:	Springer Nature eBook
Subject:	Branding (Marketing)
Online resource:	https://doi.org/10.1007/978-3-658-31178-0
ISBN:	9783658311780$q(electronic bk.)

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

Cross-cultural brand personality and brand desirabilityan empirical approach to the role of culture on this mediated interplay /[electronic resource] :by Corinna Colette Vellnagel. - Wiesbaden :Springer Fachmedien Wiesbaden :2020. - xxiii, 251 p. :ill., digital ;24 cm. - Markenkommunikation und beziehungsmarketing,2626-0263. - Markenkommunikation und beziehungsmarketing..

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.

ISBN: 9783658311780$q(electronic bk.)

Standard No.: 10.1007/978-3-658-31178-0doiSubjects--Topical Terms:

266407
Branding (Marketing)

LC Class. No.: HF5415.1255 / .V455 2020

Dewey Class. No.: 658.827

Cross-cultural brand personality and brand desirabilityan empirical approach to the role of culture on this mediated interplay /
LDR:02091nmm a2200325 a 4500 001 585035
003 DE-He213
005 20201214162053.0
006 m d
007 cr nn 008maaau
008 210311s2020 gw s 0 eng d
020 $a 9783658311780$q(electronic bk.)
020 $a 9783658311773$q(paper)
024 7 $a 10.1007/978-3-658-31178-0 $2 doi
035 $a 978-3-658-31178-0
040 $a GP $c GP
041 0 $a eng
050 4 $a HF5415.1255 $b .V455 2020
072 7 $a KJS $2 bicssc
072 7 $a BUS043000 $2 bisacsh
072 7 $a KJSC $2 thema
082 0 4 $a 658.827 $2 23
090 $a HF5415.1255 $b .V439 2020
100 1 $a Vellnagel, Corinna Colette. $3 875884
245 1 0 $a Cross-cultural brand personality and brand desirability $h [electronic resource] : $b an empirical approach to the role of culture on this mediated interplay / $c by Corinna Colette Vellnagel.
260 $a Wiesbaden : $b Springer Fachmedien Wiesbaden : $b Imprint: Springer Gabler, $c 2020.
300 $a xxiii, 251 p. : $b ill., digital ; $c 24 cm.
490 1 $a Markenkommunikation und beziehungsmarketing, $x 2626-0263
520 $a 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.
650 0 $a Branding (Marketing) $3 266407
650 1 4 $a Branding. $3 779366
650 2 4 $a Consumer Behavior. $3 772804
710 2 $a SpringerLink (Online service) $3 273601
773 0 $t Springer Nature eBook
830 0 $a Markenkommunikation und beziehungsmarketing. $3 875885
856 4 0 $u https://doi.org/10.1007/978-3-658-31178-0
950 $a Business and Management (SpringerNature-41169)