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Differences in cross-cultural consumer behaviour and consequences for branding

This study explores the impact of culture on consumer perception of brands. It identifies the cultural dimensions that influence brand meanings and highlights the importance of understanding cultural differences in marketing strategies.

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Differences in cross-cultural consumer behaviour and consequences for branding

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  1. Differences in cross-culturalconsumer behaviour andconsequences for branding Dr. Ivana First University of Rijeka Agios Nikolaos, 7th July 2011.

  2. Does culture influences consumer perception of brands? Istraživačko pitanje?

  3. Tobacco Pure alcohol Sirup with soda What is a brand? Hatch and Rubin, 2006 Consumers are willing to pay37% price premiumon a branded product over thesame qualityprivate label. WHY?

  4. Brand benefits Keller, 2003; Kapferer, 2004; Cova i Pace 2006; McAlexander, Schouten, i Koenig 2002; Tungate 2005; Escalas i Bettman 2003; Fournier 1998. Muniz and O’Guinn, 2001

  5. The Traditional View of Brand Meaning Creation New product is created Marketers decide on desired brand identity Brand identity is communicated to consumers via vision, culture, positioning, personality, relationship and presentation Brand image is absorbed and accepted by consumers Cultural influence on brand meaning “Pool of Reality” model of Brand Image Creation New product is created Brand manager instigates dialogue Consumers enter dialogue about brand image Centralpool of meanings Creatives and agency enter dialogue about communications Brand consultants enter dialogue about brand identity Blythe 2007

  6. M1 R1 M2 R2 C S M3 R3 KR1 S = sender of communication «C» R = recipient of communication K = knowledge base of recipient M = meaning ascribed to communication KR2 KR3 Cultural influence on brand meaning Berthon, Pitt, and Campbell 2008, p. 3.

  7. Brand benefits/meanings Cultural dimensions + Belonging, network, sacrifices - Collectivism Individual, autonomy, freedom + Power, admirable, class - Power Distance Approachable, equal Cultural influence on brand meaning + Efficiency, success,progress Masculinity - Love, harmony, care + High quality, safety, tradition - Uncertainty Avoidance Risk, adventure,innovation

  8. EXCERSISE What does Coca-cola mean to you? Cultural influence on brand meaning Where do you come from? Do you like Coca-cola?

  9. Countries Methodological Considerations Brands

  10. Qualitative Research: Results

  11. Results: Symbolic Images

  12. Qualitative Research:Results

  13. Coca - cola UA Quantitative Research:Results CO * p < .05**;p < .01

  14. Qualitative Research:Results

  15. Google PD CO Quantitative Research:Results * p < .05**;p < .01

  16. In coclusion: Culture influences : a) consumer behaviour b) consumer perception • Therefore: • It is important to get to know cultural differences. • Adjust marketing strategies to satisfy dominant cultural values. Conclusion

  17. Thank you! ifirst@efri.hr

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