Establishing brand essence across borders

Géraldine Michel (1) , Tim Ambler (2)

1 IAE Paris - Sorbonne Business School
2 London Business School

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.

Domaines: Gestion et management

Géraldine Michel, Tim Ambler. Establishing brand essence across borders. Journal of Brand Management, 1999, 6 (5), pp.333-345. ⟨hal-02051150⟩