Qualitative Brand Image Analysis for a Global Brand : An Intercultural Perception of the Brand Image through Brand Personality
The cultural differences in the consumers' perspectives are an important factor that affects the image of brands around the world. A brand's image may be affected even though the company gives the same message across different cultures. In order to analyze these effects, the authors have c...
| Main Authors: | , |
|---|---|
| Format: | Others |
| Language: | English |
| Published: |
Mälardalens högskola, Akademin för hållbar samhälls- och teknikutveckling
2010
|
| Subjects: | |
| Online Access: | http://urn.kb.se/resolve?urn=urn:nbn:se:mdh:diva-9781 |