Brand concepts as representations of human values Do cultural congruity and compatibility between values matter?
Material type: Mixed materialsPublication details: 2012Description: 92-108Subject(s): NLM classification:- 658.827
Item type | Current library | Call number | Vol info | Status | Date due | Barcode | |
---|---|---|---|---|---|---|---|
Periodicals/Magazines | SSCBS Library | 76/4 | Available | P14466 |
Global brands are faced with the challenge of conveying concepts that not only are consistent across borders but also resonate with consumers of different cultures. Building on prior research indicating thet abstract brabd concepts induce more favorable consumers responses than functional attributes, the author introduce a generalizable and robust structure of abstract brand concepts as representations of human values.
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