Cultural Differences In The Perception Of Brand Personalities
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Cultural Differences In The Perception Of Brand Personalities
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Author : Martin Pydde
language : en
Publisher: GRIN Verlag
Release Date : 2009-05
Cultural Differences In The Perception Of Brand Personalities written by Martin Pydde and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2009-05 with categories.
Master's Thesis from the year 2008 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, 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.
Cultural Differences In The Perception Of Brand Personalities
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Author : Martin Pydde
language : en
Publisher: GRIN Verlag
Release Date : 2009-05-29
Cultural Differences In The Perception Of Brand Personalities written by Martin Pydde and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2009-05-29 with Business & Economics categories.
Master's Thesis from the year 2008 in the subject Business economics - Offline Marketing and Online Marketing, 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.
Cross Cultural Brand Personality And Brand Desirability
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Author : Corinna Colette Vellnagel
language : en
Publisher: Springer Nature
Release Date : 2020-08-13
Cross Cultural Brand Personality And Brand Desirability written by Corinna Colette Vellnagel and has been published by Springer Nature this book supported file pdf, txt, epub, kindle and other format this book has been release on 2020-08-13 with Business & Economics categories.
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.
German International Companies In The Portuguese Market The Impact Of Cultural Differences On The Brand Personality
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Author : Juliane Couto
language : en
Publisher: GRIN Verlag
Release Date : 2017-09-25
German International Companies In The Portuguese Market The Impact Of Cultural Differences On The Brand Personality written by Juliane Couto and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2017-09-25 with Business & Economics categories.
Bachelor Thesis from the year 2014 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 2,2, Cologne Business School Köln, language: English, abstract: This study examines how cultural differences between Germany and Portugal affect the brand personality of German international companies. „True cultural connection is the Holy Grail for brands if they want to create an enduring emotional relationship with people.“ The analysis of this thesis goes hand in hand with this quote by Adam Chmielowski, Group Head at Flamingo. In order to find out if his statement concerning the importance of brand awareness in branding is true, a suitable research question will be introduced. The goal is to find out whether international companies are already aware of this fact and what consequences it has on the brand personality if a company tries to enter a new market in another country but expulses the cultural aspects. A recognizable brand name can lead to an increase in sales, and could therefore be one of the most valuable assets of a company. Especially for companies who offer products or services which can easily be copied by others or where several substitutes are available in the market. An example for such an industry is the automotive industry, because they differentiate themselves through their brand personality. The significant value of a brand name and personality is not only important due to high competition, but also because of the increase in emotional wants and needs of the customer, which need to be met in order to make profit. Potential customers might be more likely to buy a product from a known brand, that they might have positive associations or feelings with than from an unknown. Hence, it is important to attach a consumer to stay with the company and become a loyal customer for this brand, because unlike product attributes, the ideas of the consumer of this brand do not easily change. The setting up of a brand image is a marketing step and investment for beneficial in the long-term. In this context the term brand personality stands for profile of a brand with human characteristics.
Brand Gender
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Author : Theo Lieven
language : en
Publisher: Springer
Release Date : 2017-10-06
Brand Gender written by Theo Lieven and has been published by Springer this book supported file pdf, txt, epub, kindle and other format this book has been release on 2017-10-06 with Business & Economics categories.
This book explores ways to drive and increase a brand’s most important property, its equity. Focussing on gender, the author analyses the impact of assigning personalities and characteristics to products and how this can affect the management of brands on a global scale. Using detailed examples, the author argues that brands with low masculine and feminine characteristics have the lowest equity, whilst brands with both high feminine and masculine characteristics are shown to have the strongest equity. Including notions of androgyny in brands, this significant study reveals the different factors which can affect a brand being perceived as either masculine or feminine. Aiming to develop a comprehensive theory and provide practitioners with a guide to increasing the equity of their brands, this controversial and pioneering book lays the foundation for creating a global brand personality model.
Handbook Of Culture And Consumer Behavior
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Author : Sharon Ng
language : en
Publisher: Oxford University Press, USA
Release Date : 2015
Handbook Of Culture And Consumer Behavior written by Sharon Ng and has been published by Oxford University Press, USA this book supported file pdf, txt, epub, kindle and other format this book has been release on 2015 with Business & Economics categories.
In this volume, experts from a variety of disciplines and perspectives trace the historical development of culture research in consumer psychology and examine the theoretical underpinnings that account for these findings and the current state of the field.
Brand Personality
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Author : Iva Rakocevic
language : en
Publisher: GRIN Verlag
Release Date : 2011-10
Brand Personality written by Iva Rakocevic and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2011-10 with Business & Economics categories.
Bachelor Thesis from the year 2011 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1, University of Vienna, language: English, abstract: This bachelor thesis should give an overview of brand personality, as an important part of branding. Going through historical periods before the 20th century up to present day, I will try to present the development of brand personality through different phases. The main focus of this bachelor thesis will be on Aakers model of brand personality, as she was the first author who developed brand personality scales.
Cross Cultural Differences In The Perceptions Of An International Fashion Brand
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Author : Tian Han
language : en
Publisher:
Release Date : 2018
Cross Cultural Differences In The Perceptions Of An International Fashion Brand written by Tian Han and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2018 with categories.
Purpose : Why is UNIQLO so developed in the Chinese market and so much behind in the French market? This study aims to explore the relation between culture and brand image one two different markets of the UNIQLO brand: France and China to see why the company lags on the French market. Methodology : The analysis was divided in two part, a study of the current marketing activities of UNIQLO in China and France and a questionnaire distributed to Chinese and French consumers on their motivations, cultural dimension and their perception of the brand. Findings : UNIQLO uses both global and local marketing strategies to promote their products with a main use of word-of-mouth and e-word-of-mouth and co-branding but focus a lot on celebrities endorsement in China. The analysis of the questionnaire revealed that customers perceive the brand of UNIQLO differently depending on the cultural background with French consumer being less influenced than Chinese ones in terms of brand image. Research limitations : The sample including 93 respondents corresponding mostly to 16-25 year olds and a majority of women, it would be interesting to expand the sample to a larger size and more geographical areas than just France and China. Practical and managerial implications : We recommend for UNIQLO to focus more on local markets and to create their marketing strategies depending on the country by hiring locals. In France, UNIQLO should also focus on improving the Japaneseness perception of the brand to consumers for their products in terms of fashion and technology. All in all, UNIQLO should continue to think globally but act more local. Value : This study filled the gap in the literature concerning the internationalization of fast fashion companies by showing the influence of cultural factors on brand image perception and opens the discussion for the analysis of other factors that can influence it like economic factors.
The Routledge Handbook Of Destination Marketing
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Author : Dogan Gursoy
language : en
Publisher: Routledge
Release Date : 2018-04-27
The Routledge Handbook Of Destination Marketing written by Dogan Gursoy and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2018-04-27 with Business & Economics categories.
This book examines key contemporary marketing concepts, issues and challenges that affect destinations within a multidisciplinary global perspective. Uniquely combining both the theoretical and practical approaches, this handbook discusses cutting edge marketing questions such as innovation in destinations, sustainability, social media, peer-to-peer applications and web 3.0. Drawing from the knowledge and expertise of 70 prominent scholars from over 20 countries around the world, The Routledge Handbook of Destination Marketing aims to create an international platform for balanced academic research with practical applications, in order to foster synergetic interaction between academia and industry. For these reasons, it will be a valuable resource for both researchers and practitioners in the field of destination marketing.
Brand Personalities And Consumer Brand Relationships As Elements Of Successful Brand Management
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Author : Katharina S. Güse
language : en
Publisher: University of Bamberg Press
Release Date : 2011
Brand Personalities And Consumer Brand Relationships As Elements Of Successful Brand Management written by Katharina S. Güse and has been published by University of Bamberg Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2011 with categories.