Does culture affect a brand's personality?
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.
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
|Last Modified:||08 Nov 2010 14:09|
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