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
CC BY 4.0
File Access Level
Open
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https://openresearch.lsbu.ac.uk/item/868x8

Accepted author manuscript

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