ข้อมูลบรรณานุกรม
#1299355
|
ประเภทวัสดุ
ไฟล์คอมพิวเตอร์
| LDR | | 02775nam a22004455i 4500 |
| 001 | | 978-3-658-31178-0 |
| 003 | | DE-He213 |
| 005 | | 20211004103444.0 |
| 007 | | cr nn 008mamaa |
| 008 | | 200813s2020 gw | s |||| 0|eng d |
| 020 | __ | ‡a9783658311780‡9978-3-658-31178-0 |
| 024 | 7_ | ‡a10.1007/978-3-658-31178-0‡2doi |
| 050 | _4 | ‡aHF5415.1255 |
| 072 | _7 | ‡aKJS‡2bicssc |
| 072 | _7 | ‡aBUS043000‡2bisacsh |
| 072 | _7 | ‡aKJSC‡2thema |
| 082 | 04 | ‡a658.827‡223 |
| 100 | 1_ | ‡aVellnagel, Corinna Colette.‡eauthor.‡4aut‡4http://id.loc.gov/vocabulary/relators/aut |
| 245 | 10 | ‡aCross-Cultural Brand Personality and Brand Desirability‡h[electronic resource] :‡bAn Empirical Approach to the Role of Culture on this Mediated Interplay /‡cby Corinna Colette Vellnagel. |
| 250 | __ | ‡a1st ed. 2020. |
| 300 | __ | ‡aXXIII, 251 p. 88 illus.‡bonline resource. |
| 490 | 1_ | ‡aMarkenkommunikation und Beziehungsmarketing,‡x2626-0263 |
| 520 | __ | ‡aThis 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. . |
| 650 | _0 | ‡aBranding (Marketing). |
| 650 | _0 | ‡aMotivation research (Marketing). |
| 650 | 14 | ‡aBranding.‡0https://scigraph.springernature.com/ontologies/product-market-codes/513070 |
| 650 | 24 | ‡aConsumer Behavior.‡0https://scigraph.springernature.com/ontologies/product-market-codes/513060 |
| 710 | 2_ | ‡aSpringerLink (Online service) |
| 773 | 0_ | ‡tSpringer Nature eBook |
| 776 | 08 | ‡iPrinted edition:‡z9783658311773 |
| 776 | 08 | ‡iPrinted edition:‡z9783658311797 |
| 830 | _0 | ‡aMarkenkommunikation und Beziehungsmarketing,‡x2626-0263 |
| 850 | __ | ‡aPSUJFK |
| 856 | 40 | ‡uhttps://doi.org/10.1007/978-3-658-31178-0 |
|
อ้างอิง APA เวอร์ชัน 7 
Vellnagel, C. C., & SpringerLink (Online service). (ม.ป.ป.). aCross-Cultural Brand Personality and Brand Desirability h[electronic resource] : bAn Empirical Approach to the Role of Culture on this Mediated Interplay / cby Corinna Colette Vellnagel. ม.ป.ท.
อ้างอิง MLA เวอร์ชัน 9
Vellnagel, C. C., & SpringerLink (Online service). aCross-Cultural Brand Personality and Brand Desirability h[electronic resource] : bAn Empirical Approach to the Role of Culture on this Mediated Interplay / cby Corinna Colette Vellnagel.
อ้างอิง Chicago เวอร์ชัน 17
Vellnagel, C. C., & SpringerLink (Online service). . aCross-Cultural Brand Personality and Brand Desirability h[electronic resource] : bAn Empirical Approach to the Role of Culture on this Mediated Interplay / cby Corinna Colette Vellnagel.
อ้างอิง Vancouver เวอร์ชัน 2
Vellnagel, C. C., & SpringerLink (Online service). aCross-Cultural Brand Personality and Brand Desirability h[electronic resource] : bAn Empirical Approach to the Role of Culture on this Mediated Interplay / cby Corinna Colette Vellnagel.