Leveraging the brand meanings in cross-cultural context : an exploratory study

Leveraging the brand meanings in cross-cultural context : an exploratory study

In expanding our understanding of brands and consumer behaviour, the interactions between brand associations, country-of-origin effects and cross-cultural influences were assessed. A theoretical framework adapted from past models was proposed. Findings indicated that youths engaged the use of functi...

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Main Authors: Ho, Ivan, Wu, Yijie, Yang, Emmeline Linli
Other Authors: Xia, Yang
Format: Final Year Project
Published: 2008
Subjects:
DRNTU::Business::Marketing::Product management
Online Access:http://hdl.handle.net/10356/9046
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Institution: Nanyang Technological University
id sg-ntu-dr.10356-9046
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spelling sg-ntu-dr.10356-90462023-05-19T07:23:10Z Leveraging the brand meanings in cross-cultural context : an exploratory study Ho, Ivan Wu, Yijie Yang, Emmeline Linli Xia, Yang Nanyang Business School DRNTU::Business::Marketing::Product management In expanding our understanding of brands and consumer behaviour, the interactions between brand associations, country-of-origin effects and cross-cultural influences were assessed. A theoretical framework adapted from past models was proposed. Findings indicated that youths engaged the use of functional and symbolic attributes in their choice of brands, subject to cultural influences. 2008-09-24T07:28:00Z 2008-09-24T07:28:00Z 2003 2003 Final Year Project (FYP) http://hdl.handle.net/10356/9046 Nanyang Technological University application/pdf
institution Nanyang Technological University
building NTU Library
continent Asia
country Singapore
Singapore
content_provider NTU Library
collection DR-NTU
topic DRNTU::Business::Marketing::Product management
spellingShingle DRNTU::Business::Marketing::Product management
Ho, Ivan
Wu, Yijie
Yang, Emmeline Linli
Leveraging the brand meanings in cross-cultural context : an exploratory study
description In expanding our understanding of brands and consumer behaviour, the interactions between brand associations, country-of-origin effects and cross-cultural influences were assessed. A theoretical framework adapted from past models was proposed. Findings indicated that youths engaged the use of functional and symbolic attributes in their choice of brands, subject to cultural influences.
author2 Xia, Yang
author_facet Xia, Yang
Ho, Ivan
Wu, Yijie
Yang, Emmeline Linli
format Final Year Project
author Ho, Ivan
Wu, Yijie
Yang, Emmeline Linli
author_sort Ho, Ivan
title Leveraging the brand meanings in cross-cultural context : an exploratory study
title_short Leveraging the brand meanings in cross-cultural context : an exploratory study
title_full Leveraging the brand meanings in cross-cultural context : an exploratory study
title_fullStr Leveraging the brand meanings in cross-cultural context : an exploratory study
title_full_unstemmed Leveraging the brand meanings in cross-cultural context : an exploratory study
title_sort leveraging the brand meanings in cross-cultural context : an exploratory study
publishDate 2008
url http://hdl.handle.net/10356/9046
_version_ 1772825564287074304

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