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Product Details 基本信息 ISBN-13 书号 9783658311773 Author 作者 Vellnagel Format 版本 平装-胶订 Pages Number 页数 251页 Publisher 出版社 Gabler Verlag / Springer Fachmedien Wiesbaden Publication Date 出版日期 2020-08-14 Product Dimensions 商品尺寸 8.2 x 5.8 x 0.6 cm Shipping Weight 商品重量 800g Language 语种 英语 Book Contents 内容简介 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-con
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