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Opis

Master's Thesis from the year 2008 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, 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.

Szczegóły książki

Kategoria Książki po angielsku Economics, finance, business & management Business & management Sales & marketing

• Pełny tytuł: Cultural Differences in the Perception of Brand Personalities
• Podtytuł: Between German and Polish Customers
• Autor: Martin Pydde
• Język: Angielski
• Oprawa: Miękka
• Liczba stron: 72
• EAN: 9783640335190
• ISBN: 3640335198
• ID: 05278997
• Wydawca: Grin Publishing
• Waga: 104 g
• Wymiary: 210 × 148 × 4 mm
• Data wydania: 29. May 2009

Ulubione w innej kategorii

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