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- Title
Good Life Images and Brand Name Associations: Evidence from Asia, America, and Europe.
- Authors
Zinkhan, George M.; Prenshaw, Penelope J.
- Abstract
Consumers' descriptions of the good life frequently contain visions of material possessions, including both general product categories and specific brand names. In this study, we investigate the link between good life visions and brand name images in three different cultures: Spain, Taiwan, and the United States. We find only minimal support for the cultural differences which we had predicted, based upon Hofstede's theory of cultural values. Especially in Spain and in the U.S., we find evidence that the brand names for luxury products (including automobiles and electronics) are strongly linked to this universal notion of "the good life."
- Subjects
BRAND image; BRAND name products; CONSUMER behavior; CROSS-cultural differences; CULTURAL values; LUXURIES; PSYCHOLOGY
- Publication
Advances in Consumer Research, 1994, Vol 21, Issue 1, p496
- ISSN
0098-9258
- Publication type
Article