Cultural Brands from Emerging Markets: Brand Image across Host and Home Countries

Abstract

Cultural brands embody a sum total of a group's cultural identity, including a surrounding myth, a tie to its cultural roots, and associations of its past and aspired future. The authors focus on two cultural brands from Mexico and analyze whether their brand images remain consistent when they cross the border into the United States. Data were collected from random samples drawn from Mexico City and the Latino community (of Mexican descent) in the Dallas–Fort Worth area. Respondents were asked to evaluate two television media brands using a brand personality scale. The results indicate that the association between the brand personality dimensions and the cultural brands from Mexico is stronger among Latinos residing in the Dallas–Fort Worth area than among their counterparts in Mexico City. This study contributes to brand personality literature and presents an important insight into the brand image of cultural brands from emerging markets.