Brand image perceptions across cultures: a study of symbolic and functional associations
Date
2009
Authors
Salciuviene, L.
Ghauri, P.N.
Mockaitis, A.I.
De Mattos, C.
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Book chapter
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Source details - Title: New challenges to international marketing, 2009, Ch.8, pp.177-191
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Abstract
Long-term strategies aiming at a successful brand image positioning depend,in part, on how the unique attributes that correspond to the core values and tastes of consumers in different countries manifest themselves (Hsieh, Pan, & Setiono, 2006). Companies that match their brand image to consumer values will more easily attain a competitive advantage over those that do not (Hofstede, Steenkamp, & Wedel, 1999). A brand’s image creates associations with a consumer’s culture and his/her daily surroundings; managers need to know and understand those particular brand associations that best appeal to their consumers with respect to their values (Hsieh, 2002; Brangule-Vlagsma,Pieters, & Wedel, 2002). The chapter is structured as follows. We first review existing knowledge on key issues involving brand image and link this to consumer values. The methods, findings and discussion follow in the next section. The chapter ends with the conclusions, implications for international marketing practice and guidelines for further research.
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Copyright 2009 Emerald Group Publishing, Limited. All rights of reproduction in any form reserved.