Foscht, Thomas; Maloles, Cesar; Swoboda, Bernhard; … - In: Journal of Product & Brand Management 17 (2008) 3, pp. 131-142
Purpose – The purpose of this paper is to examine how cultural differences affect the perception of a brand. Design/methodology/approach – A study was carried out in six countries among different involvement groups. The study uses Hofstede's cultural dimensions and Aaker's brand personality...