engleski

Cultural Influence on Brand Meaning

The literature provided evidence that people in different cultures do not process information in the same way. Since brand meaning is to a great extent the result of human interpretation it is thus predicted that brand meanings differ in different countries. The cross-cultural panel of interviews was gathered and analysed in order to investigate whether the prediction holds true. The results show that in the low context cultures individuals have narrower, functionally-oriented associations with the brands, whereas in the high context cultures individuals have broader situational and symbolic associations, but on the national level those associations are not shared. Practitioners are advised to be more prudent in cross-cultural research as well as to become aware of the cultural specifics in the target countries, so that their communication is better targeted.

brand; brand meaning; cross-cultural; images; high-context; low-context

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