Brands: culture, leadership and differentiation: testing the effectiveness of highly performance-oriented appeal in four European countries.

Book chapter


Czarnecka, B (2018). Brands: culture, leadership and differentiation: testing the effectiveness of highly performance-oriented appeal in four European countries. in: Foroudi, P and Palazzo, M (ed.) Contemporary issues in branding. Routledge.
AuthorsCzarnecka, B
EditorsForoudi, P and Palazzo, M
Abstract

This study examined the effectiveness of global consumer culture positioning strategy executed via highly performance-oriented appeal across four European countries. An advertising appeal that is favourably perceived in different markets should be a suitable candidate for use as part of a standardised strategy. The results indicate homogeneous acceptance of examined appeal.

This is an Accepted Manuscript of a book chapter published by Routledge in Contemporary issues in branding on 04/12/2019, available online: https://www.routledge.com/Contemporary-Issues-in-Branding-1st-Editio...

Year2018
Book titleContemporary issues in branding.
PublisherRoutledge
ISBN9781138368545
Publication dates
Print04 Dec 2019
Publication process dates
Deposited08 Nov 2018
Accepted01 Nov 2018
Accepted author manuscript
License
File Access Level
Open
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