Establishing brand essence across borders

Géraldine Michel () and Tim Ambler
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Géraldine Michel: IAE Paris - Sorbonne Business School
Tim Ambler: London Business School - London Business School

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Abstract: This paper uses research on social representation to study brand essence across borders. It is based on a cosmetic brand survey in France, Germany and Italy. The findings indicate that consumer brand familiarity and consumer nationality influence the centrality of associations with familiarity being the more important.

Date: 1999-05
Note: View the original document on HAL open archive server: https://hal.science/hal-02051150
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Citations: View citations in EconPapers (4)

Published in Journal of Brand Management, 1999, 6 (5), pp.333-345

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02051150

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