VDM Verlag Dr. Mueller E.K.
""We're not better - just different"": comprehending cultural differences between Germans and Americans
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Grin Verlag
Cultural Differences in the Perception of Brand Personalities: Between German and Polish Customers
Product Code:
9783640335190
ISBN13:
9783640335190
Condition:
New
$55.90
$52.77
Sale 6%
Cultural Differences in the Perception of Brand Personalities: Between German and Polish Customers
$55.90
$52.77
Sale 6%
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.
| Author: Martin Pydde |
| Publisher: Grin Verlag |
| Publication Date: May 29, 2009 |
| Number of Pages: 72 pages |
| Binding: Paperback or Softback |
| ISBN-10: 3640335198 |
| ISBN-13: 9783640335190 |
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