LIBROS DEL AUTOR: corinna colette vellnagel

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  • Cross-Cultural Brand Personality and Brand Desirability
    Corinna Colette Vellnagel
    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 ...
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