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

• 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
• Institution: Nanyang Technological University

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...