Brand image perceptions across cultures: A study of symbolic and functional associations

Laura Salciuviene, Pervez N. Ghauri, Audra I. Mockaitis, Claudio De Mattos

Research output: Chapter in Book/Report/Conference proceedingChapter

2 Citations (Scopus)

Abstract

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).
Original languageEnglish
Title of host publicationNew Challenges to International Marketing
EditorsRudolf R. Sinkovics, Pervez N. Ghauri
PublisherEmerald Group Publishing Ltd.
Pages177-191
Number of pages15
ISBN (Electronic)9781848554696
ISBN (Print)9781848554689
DOIs
Publication statusPublished - 20 Feb 2009
Externally publishedYes

Publication series

NameAdvances in International Marketing
PublisherEmerald
Volume20
ISSN (Print)1474-7979

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  • Cite this

    Salciuviene, L., Ghauri, P. N., Mockaitis, A. I., & De Mattos, C. (2009). Brand image perceptions across cultures: A study of symbolic and functional associations. In R. R. Sinkovics, & P. N. Ghauri (Eds.), New Challenges to International Marketing (pp. 177-191). (Advances in International Marketing; Vol. 20). Emerald Group Publishing Ltd.. https://doi.org/10.1108/S1474-7979%282009%290000020010