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Cross-cultural brand personality and...

Vellnagel, Corinna Colette.

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Cross-cultural brand personality and brand desirability = an empirical approach to the role of culture on this mediated interplay /

Record Type:	Electronic resources : Monograph/item
Title/Author:	Cross-cultural brand personality and brand desirability/ by Corinna Colette Vellnagel.
Reminder of title:	an empirical approach to the role of culture on this mediated interplay /
Author:	Vellnagel, Corinna Colette.
Published:	Wiesbaden :Springer Fachmedien Wiesbaden : : 2020.,
Description:	xxiii, 251 p. :ill., digital ;24 cm.
Contained By:	Springer Nature eBook
Subject:	Branding (Marketing) -
Online resource:	https://doi.org/10.1007/978-3-658-31178-0
ISBN:	9783658311780

Cross-cultural brand personality and brand desirability = an empirical approach to the role of culture on this mediated interplay /
Vellnagel, Corinna Colette.

Cross-cultural brand personality and brand desirabilityan empirical approach to the role of culture on this mediated interplay /[electronic resource] :by Corinna Colette Vellnagel. - Wiesbaden :Springer Fachmedien Wiesbaden :2020. - xxiii, 251 p. :ill., digital ;24 cm. - Markenkommunikation und beziehungsmarketing,2626-0263. - Markenkommunikation und beziehungsmarketing..

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.

ISBN: 9783658311780

Standard No.: 10.1007/978-3-658-31178-0doiSubjects--Topical Terms:

625366
Branding (Marketing)

LC Class. No.: HF5415.1255 / .V455 2020

Dewey Class. No.: 658.827

Cross-cultural brand personality and brand desirability = an empirical approach to the role of culture on this mediated interplay /
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520 $a 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.
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