Cleff, Thomas; Fischer, Lena; Sepúlveda, César; … - 2010
school) in Germany (n=426) and Mexico (n=296). The goal was to identify if brand awareness rates differ between Germans and … Mexicans, if the brand image of Apple iPod is perceived in the same way in Germany and in Mexico and what influencing factors … brand image attributes are significantly different between Germany and Mexico), with Mexico showing higher levels of …
