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Cultural Differences in the Perception of Brand Personalities: Between German and Polish Customers

By Martin Pydde
eBook
$31.69
By Martin Pydde
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Master's Thesis from the year 2008 in the subject Business economics - Offline Marketing and Online Marketing, 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 bran...

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