Influence of Culture on Automobile Brand Extension Evaluation - Hofstede's Dimensions of National Culture in Global Branding Strategy


Book Description

This thesis examines cross-cultural differences in the potential success of brand extension strategies. It takes a consumer-based view by conducting a survey of consumers' evaluations of brand extensions. The survey uses real, global brands from the automotive industry, and asks respondents from 34 different countries to evaluate a number of hypothetical extensions. To measure cultural differences in those evaluations, Hofstede's (1980; 2001) research on national cultures is used. To do so, correlation and regression analyses are conducted, measuring the influence of the five Hofstede dimensions describing respondents' national cultures on their brand extension evaluations. The analysis provides evidence for a direct negative influence of the Uncertainty Avoidance and the Individualism dimensions of culture, and a direct positive influence of the Long-Term Orientation dimension on brand extension evaluation. With regard to the effects of a brand extension on the core brand evaluation, Power Distance has been found to have a direct negative impact, while Individualism, Masculinity and Long-Term Orientation have been found to have a direct positive impact. All dimensions have moderating effects on brand extension evaluation as well as on the effects on core brand evaluation. The likelihood of success of different strategies regarding the sequence of introduction of multiple brand extensions with different levels of distance (fit) from the core brand has also been found to be culture bound. Long-Term Orientation and Individualism have a direct impact on the order in which extensions should be introduced. The remaining three dimensions show inconclusive effects, but are suspected to also have an influence on the preferential brand extension introduction strategy. No evidence has been found of cultural differences in brand elasticity, i.e. how far a brand can be stretched without incurring damage to its brand equity.




Handbook of Brand Relationships


Book Description

Brand relationships are critical because they can enhance company profitability by lowering customer acquisition and retention costs. This is the first serious academic book to offer a psychological perspective on the meaning of and basis for brand relationships, as well as their effects. "The Handbook of Brand Relationships" includes chapters by well-known marketing and psychology scholars on topics related to the meaning, significance, and measurement of brand relationships; the critical connections between consumers and the brand; how brand relationships are formed through both thoughtful and non-thoughtful processes; and how they are built, repaired, and leveraged through brand extensions. An integrative framework introduces the book and summarizes the chapters' key ideas. The handbook also identifies several novel metrics for measuring various aspects of brand relationships, and it includes recommendations for further research.




Handbook of Culture and Consumer Behavior


Book Description

Research on the influence of culture on consumer decision-making and consumption behavior has witnessed tremendous growth in the last decade. With increasing globalization, managers are becoming increasingly aware that operating in multiple markets is crucial for firms' survival and growth. As the world's growth engine shifts from Europe and North America to Asia and Latin America, it has become apparent that an inward-looking and domestic focus strategy will not be sustainable in the long run. And success in foreign markets requires marketers to understand not just what consumers in these markets need but also how they think, behave, consume, and purchase. Numerous studies have documented cultural differences in values and beliefs, motivational orientations, emotions, self-regulation, and information-processing styles, and the effects of these cultural variations on consumer behavior such as brand evaluation, materialism, and impulsive consumption. In this volume, experts from a variety of disciplines and perspectives trace the historical development of culture research in consumer psychology and examine the theoretical underpinnings that account for these findings and the current state of the field. Collectively, the chapters provide a forum for researchers to engage in thoughtful debates and stimulating conversations and offer directions for future research.




Review of Marketing Research


Book Description

First Published in 2017. Routledge is an imprint of Taylor & Francis, an Informa company.




Globalization, Culture, and Branding


Book Description

Drawing from novel theoretical insights in social psychology, cultural psychology, and marketing, Globalization, Culture and Branding provides guidelines for imbuing brands with culturally symbolic meanings that can create deep psychological bonds with multi-cultural consumers.




Branding and Brand Equity


Book Description




The Oxford Handbook of Multicultural Identity


Book Description

Multiculturalism is a prevalent worldwide societal phenomenon. Aspects of our modern life, such as migration, economic globalization, multicultural policies, and cross-border travel and communication have made intercultural contacts inevitable. High numbers of multicultural individuals (23-43% of the population by some estimates) can be found in many nations where migration has been strong (e.g., Australia, U.S., Western Europe, Singapore) or where there is a history of colonization (e.g., Hong Kong). Many multicultural individuals are also ethnic and cultural minorities who are descendants of immigrants, majority individuals with extensive multicultural experiences, or people with culturally mixed families; all people for whom identification and/or involvement with multiple cultures is the norm. Despite the prevalence of multicultural identity and experiences, until the publication of this volume, there has not yet been a comprehensive review of scholarly research on the psychological underpinning of multiculturalism. The Oxford Handbook of Multicultural Identity fills this void. It reviews cutting-edge empirical and theoretical work on the psychology of multicultural identities and experiences. As a whole, the volume addresses some important basic issues, such as measurement of multicultural identity, links between multilingualism and multiculturalism, the social psychology of multiculturalism and globalization, as well as applied issues such as multiculturalism in counseling, education, policy, marketing and organizational science, to mention a few. This handbook will be useful for students, researchers, and teachers in cultural, social, personality, developmental, acculturation, and ethnic psychology. It can also be used as a source book in advanced undergraduate and graduate courses on identity and multiculturalism, and a reference for applied psychologists and researchers in the domains of education, management, and marketing.




Globalization, Culture, and Branding


Book Description

Drawing from novel theoretical insights in social psychology, cultural psychology, and marketing, Globalization, Culture and Branding provides guidelines for imbuing brands with culturally symbolic meanings that can create deep psychological bonds with multi-cultural consumers.