Cultural Differences in the Perception of Brand Personalities

Between German and Polish Customers

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Beschreibung

Master's Thesis from the year 2008 in the subject Business economics - Offline Marketing and Online Marketing, grade: [...]opean 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). Aakers 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.

Artikeldetails

EAN

9783640335190

Sprache

Englisch

Einband / Art

Taschenbuch

Maße

210 x 148 x 6 mm

Erscheinungsjahr

2009

Verlag / Hersteller

GRIN Verlag