Cross-Cultural Brand Personality and Brand Desirability PDF Download
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Author: Corinna Colette Vellnagel
Publisher: Springer Gabler
ISBN: 9783658311773
Category : Business & Economics
Languages : en
Pages : 269
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Book 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.
Author: Corinna Colette Vellnagel
Publisher: Springer Gabler
ISBN: 9783658311773
Category : Business & Economics
Languages : en
Pages : 269
Get Book Here
Book 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.
Author: Corinna Colette Vellnagel
Publisher: Springer Nature
ISBN: 3658311789
Category : Business & Economics
Languages : en
Pages : 272
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Book 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.
Author: Arch G. Woodside
Publisher: Emerald Group Publishing
ISBN: 1849506043
Category : Business & Economics
Languages : en
Pages : 325
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Book Description
Examines how research tools affect theory advances in culture and tourism research. This title includes papers that focus on how to gain meaning from data to thus look at how streams of antecedent conditions result in tourism behavior.
Author: C. Torelli
Publisher: Springer
ISBN: 113733195X
Category : Business & Economics
Languages : en
Pages : 161
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Book Description
Drawing from novel theoretical insights in social psychology, cultural psychology, and marketing, Globalization, Culture and Branding provides guidelines for imbuing brands with culturally symbolic meanings that can create deep psychological bonds with multi-cultural consumers.
Author: Katja Gelbrich
Publisher: Edward Elgar Publishing
ISBN: 1803923199
Category : Business & Economics
Languages : en
Pages : 521
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Book Description
This cutting-edge book unpacks the relationship between culture and consumer behavior to present the state-of-the-art in cross-cultural consumer research. Examining how culture shapes what consumers seek, evaluate and choose to purchase, Cross-Cultural Consumer Behavior explains why and how cultural values such as individualism, indulgence, or uncertainty avoidance influence consumers’ buying behavior.
Author: Masouras, Andreas
Publisher: IGI Global
ISBN: 1668459035
Category : Business & Economics
Languages : en
Pages : 349
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Book Description
By taking corporate marketing concepts and applying them to countries, nation branding is a way for these regions to enhance their reputations and project a desired image for international recognition. New modes of publicity and marketing geared towards geographic location fall into this category, leading nation branding to have vast benefits for the economies and societies of countries. New marketing strategies have emerged and are being adopted to consequently brand countries with the purpose of economic growth. By studying these emerging strategies and methods, nations can best develop a desired brand and reputation to foster growth and prosperity. Global Developments in Nation Branding and Promotion: Theoretical and Practical Approaches presents the functionality of nation branding in benefiting the positioning and identity promotion of nations. The chapters address theoretical considerations of the nature of nation brands and their implications in measuring branding inference. Covering topics such as country of origin association, memory politics, and international relations, this premier reference source is an excellent resource for brand managers, politicians, government officials, marketers, communication consultants, business leaders and executives, students and educators of higher education, researchers, and academicians.
Author: Kokula Krishna Hari Kunasekaran
Publisher: Association of Scientists, Developers and Faculties (ASDF)
ISBN: 8192974251
Category : Computers
Languages : en
Pages : 273
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Book Description
Welcome to the International Conference on Inter Disciplinary Research in Engineering and Technology (ICIDRET) 2015 in DSIIDC, Government of NCT, New Delhi, India, Asia on 29 – 30 April, 2015. If this is your first time to New Delhi, you need to look on more objects which you could never forget in your lifetime. There is much to see and experience at The National Capital of Republic of India. The concept of Inter Disciplinary research was a topic of focus by various departments across the Engineering and Technology area. Flushing with major areas, this ICIDRET ’15 has addressed the E&T areas like Mechanical Engineering, Civil Engineering, Electrical Engineering, Bio-Technology, Bio-Engineering, Bio-Medical, Computer Science, Electronics & Communication Engineering, Management and Textile Engineering. This focus has brought a new insight on the learning methodologies and the terminology of accepting the cross definition of engineering and the research into it. We invite you to join us in this inspiring conversation. I am pretty sure that this conference would indulge the information from the various parts of the world and could coin as a global research gathering. With more and more researchers coming into ICIDRET, this event would be as an annual event. This conference is sure that, this edition and the future edition will serve as a wise platform for the people to come with better research methodologies integrating each and every social component globally. If there would have been a thought of not integrating the RJ45 and few pieces of metal / plastic along with a PCB, today we could haven’t used the telephones and mobile phones. With an ear-mark inspiration and constant support from the Global President Dr. S. Prithiv Rajan, ASDF International President Dr. P. Anbuoli, this publication stands in front of your eyes, without them this would haven’t been possible in a very shortest span. Finally, I thank my family, friends, students and colleagues for their constant encouragement and support for making this type of conference. -- Kokula Krishna Hari K Editor-in-Chief www.kokulakrishnaharik.in
Author: Noprita Herari
Publisher: Sayak Pal
ISBN: 8196340257
Category : Antiques & Collectibles
Languages : en
Pages : 494
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Book Description
Millions of people are exposed to thousands of brands daily through different means, and we may categorise some as advertisements. William M. O’Barr calls it “conditioning of the consumers.” Advertisements can be analysed from different perspectives. For instance, Philip Nelson, in his study “Advertising as Information,” analyses advertisements based on the capacity of advertisements to direct the information toward the consumers, helping them separate one brand from another. Demetrios Vakratsas and Tim Ambler, in their study “How Advertising Works: What Do We Really Know?” discussed factors like “consumer’s belief and attitudes” and “behavioral effects” leading to purchasing behavior and brand choice. Research and advertising are intertwined, and it helps to explore the horizon of advertising that helps to improve the advertising industry. The book “Advertising: Methods, Research and Practices” offers a collection of concepts and perspectives like brand identity, buying habits, online advertising, digital gaming, political advertising, contemporary Indian advertising, new age advertising, the impact of advertising on food habits and consumption preferences, AI intervention in advertising, unethical advertising practices, chocolate advertising, marketing of toys, Digital marketing and advertising. The chapters also include metaphorical language in advertising, advertising appeals, e-sport marketing, sustainable advertising, celebrity and advertising, subliminal advertising, MSME and advertising, women in advertising, public service advertising, advertisement for positive behavior change, advertisements on menstrual health and hygiene and many more. Collectively, the chapters would help in understanding the different perspectives of advertising as practice as well as the dimensions of research requirements.
Author: Mark Batey
Publisher: Routledge
ISBN: 1317558022
Category : Psychology
Languages : en
Pages : 231
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Book Description
This second edition of Brand Meaning lays out new territory for the understanding of how brands both acquire and provide meaning. The author draws on his experience with leading international companies to propose a compelling framework for the conscious and unconscious ways in which people connect with products and brands. Revised and updated, it contains contemporary as well as classic examples of brand meaning in practice from various countries, and expands on the theory, methods and applications of brand meaning. The book’s multidisciplinary approach and concise yet comprehensive content makes it an ideal supplemental reader for undergraduate, graduate, and MBA courses, as well as valuable reading for practitioners in the fields of marketing, advertising and consumer research. For more information, visit www.brandmeaning.com.
Author: Christoph Burmann
Publisher: Springer Nature
ISBN: 3658401893
Category : Business & Economics
Languages : en
Pages : 322
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Book Description
This textbook provides a comprehensive overview of identity-based brand management based on current research. The authors focus on the design of the brand identity, which covers the internal perspective of brand management, and the resulting external brand image perceived by consumers and other audiences. The book covers topics such as brand positioning, the design of the brand architecture and brand elements, the management of brand touchpoints and the customer journey, as well as multi-sensory brand management and brand management in a digital environment. Further topics covered are international brand management, brand management in the retail sector, in social media and on digital brand platforms (electronic marketplaces). Numerous practical examples illustrate the applicability of the concept of identity-based brand management. The authors show that the concept of identity-based brand management is a valuable management model to make brands successful. In the 2nd edition, all chapters were fundamentally revised and up-to-date practical examples as well as latest research findings were added. Additional material is available via an app: Download the Springer Nature Flashcards App and use exclusive content to test your knowledge.
