Cultural Differences in the Perception of Brand Personalities

Between German and Polish Customers

Business & Finance, Marketing & Sales
Cover of the book Cultural Differences in the Perception of Brand Personalities by Martin Pydde, GRIN Publishing
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Author: Martin Pydde ISBN: 9783640335633
Publisher: GRIN Publishing Publication: May 29, 2009
Imprint: GRIN Publishing Language: English
Author: Martin Pydde
ISBN: 9783640335633
Publisher: GRIN Publishing
Publication: May 29, 2009
Imprint: GRIN Publishing
Language: English

Master's Thesis from the year 2008 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, 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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Master's Thesis from the year 2008 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, 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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