Cross-Cultural Brand Personality and Brand Desirability
Corinna Colette Vellnagel
Springer Fachmedien Wiesbaden, 2020
104,50 €On orderDelivery: 2-3 weeks
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.
- ISBN-13
- 9783658311773
- ISBN-10
- 3658311770
- Publisher
- Springer Fachmedien Wiesbaden
- Year
- 2020
- Publication date
- 2020-08-14
- Pages
- 251
- Dimensions
- 210x148x