Cultural Factors That Impact Brand Personification Strategy Effectiveness
Author:
Affiliation:
1. Florida International University
Publisher
Wiley
Subject
Marketing,Applied Psychology
Link
http://onlinelibrary.wiley.com/wol1/doi/10.1002/mar.20676/fullpdf
Reference66 articles.
1. Dimensions of brand personality;Aaker;Journal of Marketing Research,1997
2. Culture-dependent assimilation and differentiation of the self: Preferences for consumption symbols in the United States and China;Aaker;Journal of Cross-Cultural Psychology,2001
3. Consumption symbols as carriers of culture: A study of Japanese and Spanish brand personality constructs;Aaker;Journal of Personality and Social Psychology,2001
4. Is that car smiling at me? Schema congruity as a basis for evaluating anthropomorphized products;Aggarwal;Journal of Consumer Research,2007
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