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The Effects of Culture and Socioeconomics on the Performance of Global Brand Image Strategies
Martin S. Roth
Journal of Marketing Research
Vol. 32, No. 2 (May, 1995), pp. 163-175
Published by: American Marketing Association
Stable URL: http://www.jstor.org/stable/3152045
Page Count: 13
You can always find the topics here!Topics: Brand image, Brands, Socioeconomics, Marketing, Market share, Individualism, Consumer research, Consumer goods, Image enhancement, Advertising research
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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.
Journal of Marketing Research © 1995 American Marketing Association