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Cultural Differences in the Perception of Brand Personalities

Between German and Polish Customers

Jezik EngleskiEngleski
Knjiga Meki uvez
Knjiga Cultural Differences in the Perception of Brand Personalities Martin Pydde
Libristo kod: 05278997
Nakladnici Grin Publishing, svibanj 2009
Master's Thesis from the year 2008 in the subject Business economics - Marketing, Corporate Communic... Cijeli opis
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Master's Thesis from the year 2008 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, grade: 2,0, European University Viadrina Frankfurt (Oder), language: English, abstract: Anthropomorphization happens whenever human characteristics are imputed to in-animate objects. This aptitude is observable in all cultures because it simplifies the interaction with nonliving objects (Fournier 1998, p.344). In search for ways to en-courage lasting costumer relationships the brand personality concept becomes a more prominent anthropomorphization in marketing. Brand personality is: the set of hu-man characteristics associated with a brand (Aaker 1997, p. 347).Aaker s brand personality scale was chosen for the purpose of this paper to create and analyze an online survey among Polish and German people in order to assess cultural differences in the perception of brand personalities.

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Puni naziv Cultural Differences in the Perception of Brand Personalities
Autor Martin Pydde
Jezik Engleski
Uvez Knjiga - Meki uvez
Datum izdanja 2009
Broj stranica 72
EAN 9783640335190
ISBN 3640335198
Libristo kod 05278997
Nakladnici Grin Publishing
Težina 104
Dimenzije 148 x 210 x 4

Kategorija

Economics, Finance, Business & Management > Business & Management > Sales & marketing
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