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The Effects of Uncertainty Avoidance on Brand Performance: Marketing Creativity, Product Innovation and the Brand Duration

Author(s) : Giarratana, Marco S. , Torres, Anna
Description : This paper investigates the link between brand performance and cultural primes in high-risk, innovation-based sectors. In theory section, we propose that the level of cultural uncertainty avoidance embedded in a firm determine its marketing creativity by increasing the complexity and the broadness o...
Repository : e-Repositori UPF , View repository documents
Language(s) : English
Subject(s) : Trademark duration, creativity, uncertainty avoidance cultural index
Publisher(s) :
Contributor(s) : Universitat Pompeu Fabra. Departament d'Economia i Empresa
Source(s) :
Publication Date(s) : 2012-07-11