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Cross-Cultural Brand Personality and Brand Desirability: An Empirical Approach to the Role of Culture on this Mediated Interplay - Markenkommunikation und Beziehungsmarketing Corinna Colette Vellnagel 1st ed. 2020 edition
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Cross-Cultural Brand Personality and Brand Desirability: An Empirical Approach to the Role of Culture on this Mediated Interplay - Markenkommunikation und Beziehungsmarketing
Corinna Colette Vellnagel
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.
251 pages, 88 Illustrations, black and white; XXIII, 251 p. 88 illus.
| Media | Books Paperback Book (Book with soft cover and glued back) |
| Released | August 14, 2020 |
| ISBN13 | 9783658311773 |
| Publishers | Springer Fachmedien Wiesbaden |
| Pages | 251 |
| Dimensions | 150 × 220 × 10 mm · 454 g |
| Language | German |
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