Does culture affect a brand's personality?
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Wilson, Jonathan A.J. (2009) Does culture affect a brand's personality? In: Brunel Business School: PhD Doctoral Symposium 2009, 23-24 March 2009, Brunel Business School, Brunel University, London, UK.
Full text not available from this repository.Abstract
Global branding brings with it exposure to an increasingly culturally-diverse audience. Examples of Islamic finance products being consumed by non-Muslims, and designer labels
being adopted, by those outside of their intended target audience; seem to suggest that brands are being shaped more and more by consumers. Within current literature on branding, and cross-cultural consumer behaviour; there appears to have emerged a difference of opinion - as to whether a consumer’s culture has any bearing on their decision making; or subsequent influence brand personalities. The purpose of this paper is to present existing evidence; as a basis for undertaking future research.
| Item Type: | Conference or Workshop Item (Paper) |
|---|---|
| Additional Information: | Paper presented at Brunel Business School PhD Doctoral Symposium 2009, held 23-24 March 2009, Brunel University, London, UK. |
| Uncontrolled Keywords: | branding, culture, consumer behaviour, cross-culture |
| Subjects: | H Social Sciences > HF Commerce H Social Sciences > HM Sociology |
| School / Department / Research Groups: | School of Business School of Business > Department of Marketing, Events & Tourism |
| Related URLs: | |
| Last Modified: | 08 Nov 2010 14:09 |
| URI: | http://gala.gre.ac.uk/id/eprint/1749 |
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