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  1. 1. Qualitative Brand Image Analysis for a Global Brand : An Intercultural Perception of the Brand Image through Brand Personality

    Magister-uppsats, Akademin för hållbar samhälls- och teknikutveckling

    Författare :Friederike Busch; Diego Planas Rego; [2010]
    Nyckelord :Brand Image; Brand Personality; Qualitatitive Research; Brand Associations; Culure;

    Sammanfattning : The cultural differences in the consumers' perspectives are an important factor that affects the image of brands around the world. A brand's image may be affected even though the company gives the same message across different cultures. LÄS MER