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  • Open Daily: 10am - 10pm
    Alley-side Pickup: 10am - 7pm

    3038 Hennepin Ave Minneapolis, MN
    612-822-4611

Open Daily: 10am - 10pm | Alley-side Pickup: 10am - 7pm
3038 Hennepin Ave Minneapolis, MN
612-822-4611
Cultural Differences in the Perception of Brand Personalities: Between German and Polish Customers

Cultural Differences in the Perception of Brand Personalities: Between German and Polish Customers

Pydde, Martin

Paperback

ManagementMarketing

ISBN10: 3640335198
ISBN13: 9783640335190
Publisher: Grin Verlag
Published: May 29 2009
Pages: 72
Weight: 0.23
Height: 0.17 Width: 5.83 Depth: 8.27
Language: English
Master's Thesis from the year 2008 in the subject Business economics - Offline Marketing and Online Marketing, 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.

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