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