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The Effects of Culture and Socioeconomics on the Performance of Global Brand Image Strategies
Abstract
Developing and managing brand image is an important part of a firm's marketing program. However, little research has been done (1) on linking the use of brand image strategies to product performance or (2) on managing brand images in global markets. The author examines the brand image-performance linkage for consumer goods in two categories marketed internationally. He also develops a conceptual framework that identifies various cultural and socioeconomic environmental characteristics of foreign markets that are hypothesized to affect brand image performance. Results from a 10 country/60 region study indicate that cultural power distance, cultural individualism, and regional socioeconomics affect the performance of functional (problem prevention and solving), social (group membership and symbolic), and sensory (novelty, variety, and sensory gratification) brand image strategies. The author then discusses the implications for managers marketing brands internationally and the directions for further research.
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Cites
Johanson, J., & Vahlne, J.-E. (1977) · Journal of International Business Studies · doi:10.1057/palgrave.jibs.8490676 · Cited by 10,861
Cited by
Steenkamp, J.-B. E. M., ter Hofstede, F., & Wedel, M. (1999) · Journal of Marketing · doi:10.2307/1251945 · Cited by 1,282
Money, R. B., & Crotts, J. C. (2003) · Tourism Management · doi:10.1016/s0261-5177(02)00057-2 · Cited by 448
Social contagion and income heterogeneity in new product diffusion: A meta-analytic test
Van den Bulte, C., & Stremersch, S. (2004) · Marketing Science · doi:10.1287/mksc.1040.0054 · Cited by 434
A cross-cultural study of interpersonal information exchange
Dawar, N., Parker, P. M., & Price, L. J. (1996) · Journal of International Business Studies · doi:10.1057/palgrave.jibs.8490142 · Cited by 276
Asian Brands and the Shaping of a Transnational Imagined Community
Cayla, J., & Eckhardt, G. M. (2008) · Journal of Consumer Research · doi:10.1086/587629 · Cited by 276
Metadata
- Authors
- Roth, M. S.
- Venue
- Journal of Marketing Research
- Publisher
- SAGE Publications
- Published
- 1995-05
- Volume
- 32
- Issue
- 2
- Pages
- 163-175
- ISSN
- 0022-2437 (ISSN-L)
- 1547-7193
- OpenAlex
- W2314762674
- Cited by
- 573
- References
- 1
- FWCI
- 18.02
- Type
- journal article
- Language
- en
- Open access
- closed
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- Roth, M. S. (1995). The Effects of Culture and Socioeconomics on the Performance of Global Brand Image Strategies. Journal of Marketing Research. https://doi.org/10.1177/002224379503200204
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Bibliographic data: Semantic Scholar, OpenAlex, Crossref.
Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).
Semantic Scholar’s data is described in: Kinney, R., et al. (2023). The Semantic Scholar Open Data Platform. arXiv:2301.10140.
