Cultural Differences in the Perception of Brand Personalities

Between German and Polish Customers

Tesis de Máster , 2008 , 65 Páginas , Calificación: 2,0

Economía de las empresas - Marketing en línea y fuera de línea

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.

Inhaltsverzeichnis

• 1 Theoretical Foundation
  • 1.1 The Brand Personality Concept
  • 1.2 Measuring Brand Personality
    • 1.2.1 Evolution of Measurement Tools
    • 1.2.2 The Five Dimensions of Brand Personality
    • 1.2.3 Binary Free Choice Approach
  • 1.3 Defining Culture
    • 1.3.1 Approaches of Cultural Studies
    • 1.3.2 Operationalizing Culture
    • 1.3.3 Cultural Differences between Poland and Germany
• 2 Empirical Research
  • 2.1 Data
    • 2.1.1 Data Specification
    • 2.1.2 Data Manipulation
  • 2.2 First Survey
    • 2.2.1 Descriptive Statistics of the Sample
    • 2.2.2 Analysis
  • 2.3 Second Survey
    • 2.3.1 Descriptive Statistics of the Sample
    • 2.3.2 Analysis
• 3 Discussion
  • 3.1 Limitations
  • 3.2 Comparison of Findings
  • 3.3 Implications
• 4 Conclusion
  • 4.1 Summary
  • 4.2 Future Direction
• List of Figures
• List of Tables

Zielsetzung und Themenschwerpunkte

This master's thesis investigates cultural differences in the perception of brand personalities. The study aims to analyze how Polish and German consumers perceive the personalities of various brands, using Aaker's brand personality scale. The research focuses on identifying and comparing the cultural influences on brand perception, specifically between Poland and Germany.

• The concept of brand personality and its measurement
• Cultural differences in brand perception
• The influence of culture on consumer behavior
• Comparative analysis of brand personality perceptions between Poland and Germany
• Implications for international marketing strategies

Zusammenfassung der Kapitel

Chapter 1 provides a theoretical foundation for the study, introducing the concept of brand personality and its measurement. It explores different approaches to measuring brand personality, focusing on Aaker's brand personality scale. The chapter also defines culture and examines various approaches to cultural studies, highlighting the cultural differences between Poland and Germany.

Chapter 2 presents the empirical research methodology, including data specification, data manipulation, and the design of two online surveys conducted among Polish and German consumers. The chapter analyzes the descriptive statistics of the samples and presents the results of the surveys, comparing the perceptions of brand personalities between the two countries.

Chapter 3 discusses the findings of the research, highlighting the limitations of the study and comparing the results of the two surveys. It explores the implications of the findings for international marketing strategies and suggests future directions for research.

Schlüsselwörter

The keywords and focus themes of the text include brand personality, cultural differences, consumer perception, international marketing, Poland, Germany, Aaker's brand personality scale, cross-cultural marketing, and brand strategy.

• Universidad: European University Viadrina Frankfurt (Oder)
• Calificación: 2,0
• Autor: Martin Pydde (Autor)
• Año de publicación: 2008
• Páginas: 65
• No. de catálogo: V127663
• ISBN (Ebook): 9783640335633
• ISBN (Libro): 9783640335190
• Idioma: Inglés
• Etiqueta: brand image, brand personality, poland, Germany, cultural Marketing, cultur and Marketing, Kultur und Marketing, Hofstedte, Aaker, empirical research cultur and Marketing, Empirische Marketingforschung