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Does culture affect a brand's personality?

Does culture affect a brand's personality?

Wilson, Jonathan (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.

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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 Conference Paper (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
Faculty / School / Research Centre / Research Group: Faculty of Business > Department of Marketing, Events & Tourism
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Last Modified: 02 Oct 2019 14:58

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