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Cross-Cultural Brand Personality and Brand Desirability
- An Empirical Approach to the Role of Culture on this Mediated Interplay
- Language:
- English
- ISBN:
- 9783658311773
- Binding:
- Paperback
- Pages:
- 251
- Published:
- August 13, 2020
- Edition:
- 12020
- Dimensions:
- 148x210x0 mm.
- Weight:
- 454 g.
Delivery:
2-4 weeks
Expected delivery: January 25, 2025
Extended return policy to January 30, 2025
Description of Cross-Cultural Brand Personality and Brand Desirability
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.
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