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2020 | Book

Introduction Read chapter Read first chapter

Cross-Cultural Brand Personality and Brand Desirability

An Empirical Approach to the Role of Culture on this Mediated Interplay

Author: Corinna Colette Vellnagel

Publisher: Springer Fachmedien Wiesbaden

Book Series : Markenkommunikation und Beziehungsmarketing

Part of: Springer Professional "Wirtschaft+Technik" , Springer Professional "Wirtschaft"

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About this book

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.

Table of Contents

Frontmatter
Chapter 1. Introduction
Abstract
Throughout the last couple of years, an increasing interest with regards to culturally based consequences towards marketing, advertising and branding has been seen. Globalisation and technology significantly contribute to the so-called commoditisation of any kind of product, while brands function as bridges between products and consumers. Thus, brands act a part in establishing customer relationships and contribute to a company’s success.
Corinna Colette Vellnagel
Chapter 2. Theoretical Background
Abstract
Brands are ever-present in today’s society and we are surrounded by brands in our everyday life. But what is a brand? How can a brand be defined and what are the criteria of a brand?
Corinna Colette Vellnagel
Chapter 3. Acquisition of the Role of Culture on the Relationship Between Brand Personality and Brand Desirability
Abstract
The previous chapter already examined the link between brand personality and brand desirability under the roof of culture. This chapter aims to theoretically found those relationships. Therefore, the outgoing effects of brand personality on brand desirability are studied with regards to their diverse and different influences as well as their interdependencies.
Corinna Colette Vellnagel
Chapter 4. Model Testing and Empirical Analysis
Abstract
Within the scope of empirical studies, the examination of the reliability and validity of the measurement instruments plays a significant role. Measurement instruments are a set of indicators that are used in order to measure the same construct. The importance of reliability and validity is based on the consideration of hypothetical constructs that cannot directly be observed on an empirical level and that in general are operationalised by a number of indicators.
Corinna Colette Vellnagel
Chapter 5. Summarised Evaluation, Conclusion and Critical Reflection
Abstract
With two empirical studies, the research model and therewith 15 hypotheses have been tested. The pre-test applies to the analysis of the relationship between brand personality dimensions on brand personality through the mediator brand-self-congruity (Hypothesis 1, Hypothesis 1a—Hypothesis 1e and Hypothesis 2). The main study captured the influence of culture as a moderator on the brand personality—brand-self-congruity—brand desirability relationship.
Corinna Colette Vellnagel
Backmatter
Metadata
Title
Cross-Cultural Brand Personality and Brand Desirability
Author
Corinna Colette Vellnagel
Copyright Year
2020
Electronic ISBN
978-3-658-31178-0
Print ISBN
978-3-658-31177-3
DOI
https://doi.org/10.1007/978-3-658-31178-0