| 000 | 00961npc a2200181Ia 4500 | ||
|---|---|---|---|
| 008 | 140613s2012 xx 000 0 und d | ||
| 060 | _a658.827 | ||
| 100 | _aTORELLI, CARLOS J | ||
| 245 |
_aBrand concepts as representations of human values _bDo cultural congruity and compatibility between values matter? |
||
| 260 | _c2012 | ||
| 300 | _a92-108 | ||
| 520 | _aGlobal 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. | ||
| 653 | _aBRAND CONCEPTS | ||
| 653 | _aHUMAN VALUES | ||
| 700 | _aOZSOMER, AYSEGUL | ||
| 773 |
_oP14466 _nM _927727 _011181 _tJOURNAL OF MARKETING |
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| 942 |
_2ddc _cARTCL |
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| 999 |
_c11371 _d11371 |
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