Cross-Cultural Brand Personality and Brand Desirability

An Empirical Approach to the Role of Culture on this Mediated Interplay
1. Auflage 2020
ISBN: 978-3-658-31177-3
Verlag: Springer

Buch, Englisch, 251 Seiten, Book, Format (B × H): 148 mm x 210 mm, Gewicht: 361 g

Reihe: Research

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. 

Zielgruppe

Research

Autoren/Hrsg.

Vellnagel, Corinna Colette

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing

Über Autor(innen)

Corinna Colette Vellnagel currently works as brand and marketing specialist in the field of employer branding at an automobile manufacturer. She is in charge of all HR marketing communication means, market research and benchmarking as well as the strategic employer branding.