16 126 809 książek w 175 językach
Jednak się nie przyda? Nic nie szkodzi! U nas możesz zwrócić towar do 30 dni
Bon prezentowy to zawsze dobry pomysł. Obdarowany może za bon prezentowy wybrać cokolwiek z naszej oferty.
30 dni na zwrot towaru
Master's Thesis from the year 2008 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, grade: 2,0, European University Viadrina Frankfurt (Oder), language: English, abstract: Anthropomorphization happens whenever human characteristics are imputed to in-animate objects. This aptitude is observable in all cultures because it simplifies the interaction with nonliving objects (Fournier 1998, p.344). In search for ways to en-courage lasting costumer relationships the brand personality concept becomes a more prominent anthropomorphization in marketing. Brand personality is: the set of hu-man characteristics associated with a brand (Aaker 1997, p. 347).Aaker s brand personality scale was chosen for the purpose of this paper to create and analyze an online survey among Polish and German people in order to assess cultural differences in the perception of brand personalities.