All ebooks by Corinna Colette Vellnagel in PDF and EPUB

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Add to my wish list Cross-Cultural Brand Personality and Brand Desirability 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... Publication date: 2020-08-13 Format: PDF, ePub Publisher: Springer Gabler Collection: Markenkommunikation und Beziehungsmarketing PDF ePub Add to basket £74,50

Add to my wish list

Cross-Cultural Brand Personality and Brand Desirability

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...

Publication date: 2020-08-13

Format: PDF, ePub

Publisher: Springer Gabler

Collection: Markenkommunikation und Beziehungsmarketing

Add to basket

£74,50

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