Found 5 essays containing the words MARKETING ACROSS CULTURES.

  1. 1. Just Me, Myself and I? : The Cultural Impact of Self on Emotional Brand Attachment

    University essay from Uppsala universitet/Företagsekonomiska institutionen; Uppsala universitet/Företagsekonomiska institutionen

    Author : Daniel Alderstad; Jacob Berglund; [2016]
    Keywords : Self-congruence; Emotional Brand Attachment; Brand Personality; Self-Brand Connections; Self-Construal; Consumer Psychology; Cross-Cultural Psychology; Regulatory Focus Theory; Ought Self-congruence;

    Abstract : Emotional brand attachment has emerged as an important marketing concept that can strengthen a brand's performance. One way to create emotional bonds with consumers is to match the brand's personality with the consumer's self-concept (i.e. self-congruence). READ MORE

  2. 2. Cross-cultural differences in brand image perception

    University essay from IT-universitetet i Göteborg/Tillämpad informationsteknologi

    Author : Emelie Jansson; [2013-09-20]
    Keywords : Brand; brand image; brand associations; brand perception; brand identity; brand personality; culture; intercultural communication; cultural dimensions; marketing; marketing communications;

    Abstract : Problem – International companies need to become more aware of differences within cultures and consumer behavior to stay competitive in today’s business environment. Even though international companies aim to communicate the same image of global brands across different cultures, the image of those brands may still be perceived differently due to differences in cultural values. READ MORE

  3. 3. Product standardization and adaptation in International Marketing : A case of McDonalds

    University essay from Högskolan Väst/Institutionen för ekonomi och it; Högskolan Väst/Institutionen för ekonomi och it

    Author : Nampungwe Beatrice Membe; Maria Doriza Loukakou; [2012]
    Keywords : Standardization; adaptation; culture; product; global; international;

    Abstract : Companies marketing their products and/or services overseas are faced with the decision of whether to standardize or adapt their product offerings. This decision concerns firms commencing to market their products in foreign countries as well as those already operating internationally and is considering expanding into further markets. READ MORE

  4. 4. Pepsi across cultures: analysis and cross-cultural comparison of Pepsi websites

    University essay from IT-universitetet i Göteborg/Tillämpad informationsteknologi

    Author : Alexandra Chirkova; [2011-09-08]
    Keywords : culture; marketing; website; web design;

    Abstract : Nowadays we live in a world where technologies provide great opportunities for crossculturalcommunication. That’s why it’s really important to be aware of cultural differences andits possible influence on the people’s behavior. READ MORE

  5. 5. MARKETING ACROSS CULTURES: A case study of IKEA Shanghai

    University essay from Lunds universitet/Centrum för öst- och sydöstasienstudier

    Author : Ying Pan; [2007]
    Keywords : IKEA; marketing strategy; culture; cultural studies; China; Shanghai; Social sciences; Samhällsvetenskaper; Social Sciences;

    Abstract : The past century saw rapid growth of multinational companies around the globe. Along with the tide of globalization, these companies are compelled to deal with customers cultivated in different cultures. China, boosting a remarkable economic growth in the past two decades, stands out under the spotlight of international business. READ MORE