株式会社極東書店トップ ＞ 商品一覧 ＞ Cross-Cultural Brand Personality and Brand Desirability : An Empirical Approach to the Role of Culture on this Mediated Interplay.
商品詳細
Cross-Cultural Brand Personality and Brand Desirability : An Empirical Approach to the Role of Culture on this Mediated Interplay.
・ISBN 978-3-658-31177-3 paper EUR 84.99
￥22,717.- (税込) ※（※）価格はご注文時の参考価格となります。
納品価格につきましては書籍の入荷時点で確定となります。
版元の原価改定、外国為替の変動等により異なる場合がございますので、予めご了承下さい。
| 著者・編者 | Vellnagel, Corinna Colette, |
|---|---|
| シリーズ | Markenkommunikation und Beziehungsmarketing |
| 出版社 | (Springer Gabler, GW) |
| 出版年月 | 2020.08 |
| ページ数 | 251 pp. |
| 言語 | ENG |
| ニュース番号 | ＜660-L1085 660-P2134＞ |
解説
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.