Cross-Cultural Brand Personality and Brand Desirability

Name: Cross-Cultural Brand Personality and Brand Desirability | An Empirical Approach to the Role of Culture on this Mediated Interplay
Brand: Springer Gabler
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An Empirical Approach to the Role of Culture on this Mediated Interplay

Corinna Colette Vellnagel(Autor*in)

Springer Gabler (Verlag)

Erschienen am 13. August 2020

XXIII, 251 Seiten

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978-3-658-31178-0 (ISBN)

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Inhalt

Intro
Foreword
Acknowledgements
Contents
List of Figures
List of Tables
1 Introduction
1 Overview
2 Research Problem and Objective
3 Methodology
2 Theoretical Background
1 Brand
1.1 Brand Personality
1.2 From Self-Concept to Brand-Self-Congruity
1.3 Brand Desirability
1.4 Brief Summary Around the Thematic Block of Brand
2 Culture
2.1 Culture as an Influencer in Brand Management
2.2 Critical Appraisal of the Cultural Approaches and Model Implications
2.3 Hofstede's Cultural Dimensions
2.4 Brief Summary Around the Thematic Block of Culture
3 Interim Conclusion and Critical Evaluation
3 Acquisition of the Role of Culture on the Relationship Between Brand Personality and Brand Desirability
1 Development of a Reference Framework for the Model Construction
2 Presumed Relationships Between Brand Personality and the Endogenous Constructs
2.1 Brand Personality and Brand Desirability
2.2 Brand Personality and Brand-Self-Congruity
3 Presumed Mediating Effect of Brand-Self-Congruity
4 Presumed Relationships Between the Endogenous Constructs: Brand-Self-Congruity and Brand Desirability
5 Presumed Role of Culture as a Moderator
6 Summary of the Hypotheses Framework and Explanatory Model
4 Model Testing and Empirical Analysis
1 Systematic Visualisation of the Analysis Method and Evaluation Criteria
1.1 Reliability and Validity as Quality Criteria for the Measurement
1.2 Structural Equation Modelling with the PLS-Approach
1.3 Appraisal of the Structural Equation Modelling with the PLS-Approach
1.4 Quality Criteria of Structural Equation Modelling with the PLS-Approach
1.5 Mediation Analysis with the Bootstrap Approach
1.6 Moderated Mediation Analysis with the Bootstrap Approach
2 Pre-Test
2.1 Objective of the Survey
2.2 Operationalisation of the Constructs
2.2.1 Operationalisation of the Exogenous Construct Brand Personality
2.2.2 Operationalisation of the Endogenous Constructs
2.2.2.1 Operationalisation of Brand-Self-Congruity
2.2.2.2 Operationalisation of Brand Desirability
2.2.3 Overview of the Measures
2.3 Procedure of Data Collection and Data Entry
2.4 Survey Results and Hypotheses Testing
2.4.1 Verification of the Quality Criteria and Critical Assessment of the Measurement Model
2.4.2 Testing of Hypotheses
2.5 Summary of the Pre-test and Derivation of the Research Model
3 Main Study
3.1 Objective of the Survey
3.2 Operationalisation of the Constructs
3.2.1 Operationalisation of the Exogenous and Endogenous Constructs
3.2.2 Operationalisation of the Moderator Variable
3.3 Cross-Cultural Equivalence Analysis
3.4 Procedure of Data Collection, Data Entry and Sample Description
3.5 Empirical Causal Analysis for Research Model Testing
3.5.1 Assessment of the Quality Criteria and Optimisation of the Measurement Instruments
3.5.2 Hypotheses Testing
3.5.3 Mediator Analysis
3.5.4 Moderation Analysis
3.5.5 Moderated Mediation Analysis
3.6 Summary and Discussion of the Findings
5 Summarised Evaluation, Conclusion and Critical Reflection
1 Summary of the Research Results
2 Evaluation of the Objectives
2.1 Conclusion on the Theoretical Objectives
2.2 Managerial Implications
3 Conclusive Criticism and Future Need for Research
Bibliography

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