The Effects of Culture and Socioeconomics on the Performance of Global Brand Image Strategies

TLDR

Developing and managing brand image is crucial, yet research linking brand image strategies to product performance or global market management remains scarce. The study investigates how brand image strategies affect product performance for consumer goods in two international categories and discusses managerial implications and future research directions. The author develops a conceptual framework that links foreign market cultural and socioeconomic characteristics to brand image performance. Across 10 countries and 60 regions, cultural power distance, individualism, and regional socioeconomics influence the effectiveness of functional, social, and sensory brand image strategies.

Abstract

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.