ENGLISH

Cross-Cultural Brand Personality and Brand Desirability: An Empirical Approach to the Role of Culture on this Mediated Interplay

By Corinna Colette Vellnagel

Book information

Publisher
Springer Fachmedien Wiesbaden;Springer Gabler
Year
2020
ISBN
9783658311773, 9783658311780
DOI
10.1007/978-3-658-31178-0
Language
english
Format
PDF
Filesize
11 MB (11926166 bytes)
Series
Markenkommunikation und Beziehungsmarketing
Edition
1st ed.
Pages
XXIII, 251\272
Time added
2021-01-06 05:41:07
Business and Management; Branding; Consumer Behavi

Description

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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