This study aims to further our understanding about how brand image attributes in different cultural contexts are perceived and how those perceptions, as a function of consumer personal values, differ, by assessing the extent to which personal values affect brand image perceptions in two EU countries, one in Eastern Europe (Lithuania) and the other in Western Europe (Denmark).
|Title of host publication
|New Challenges to International Marketing
|Rudolf R. Sinkovics, Pervez N. Ghauri
|Emerald Group Publishing Ltd.
|Number of pages
|Published - 20 Feb 2009
|Advances in International Marketing