differences in cross-cultural consumer behaviour and consequences for branding dr. ivana first...
TRANSCRIPT
Differences in cross-culturalconsumer behaviour and
consequences for branding
Dr. Ivana FirstUniversity of Rijeka Agios Nikolaos, 7th July
2011.
Istr
aži
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čk
o p
ita
nje
?
Does culture influences consumer
perception of brands?
Wh
at
is a
bra
nd
?Sirup with soda
TobaccoPure alcohol
Hatch and Rubin, 2006
Consumers are willing to pay 37% price premium on a branded product over the same quality private label.
WHY?
Bra
nd
be
ne
fits
Function Benefit
Quality guarantee
Reducing risk, Reducing time
Community belonging
Bonding, familiarity relationship
Creating one’s self identity
Personalising one’s choice
Self - fulfilment Ethical and social responsibility confirmation
Keller, 2003; Kapferer, 2004; Cova i Pace 2006; McAlexander, Schouten, i Koenig 2002; Tungate 2005; Escalas i Bettman 2003; Fournier 1998. Muniz and O’Guinn, 2001
New product
is created
Marketers decide on desired brand
identity
Brand identity is communicated to
consumers via vision, culture,
positioning, personality,
relationship and presentation
Brand image is absorbed
and accepted
by consumers
The Traditional View of Brand Meaning Creation
Brand manager instigates dialogue
New product is created Consumers enter
dialogue about brand image
Central pool of meanings Creatives and
agency enter dialogue about
communicationsBrand
consultants enter dialogue about brand identity
“Pool of Reality” model of Brand Image Creation
Blythe 2007
Cu
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S R2
R3KR1
KR2
KR3
R1 M1
M2
M3
C
S = sender of communication «C»R = recipient of communicationK = knowledge base of recipientM = meaning ascribed to communication
Berthon, Pitt, and Campbell 2008, p. 3.
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Cultural dimensions Brand benefits/meanings
Collectivism
Uncertainty Avoidance
Power Distance
High quality, safety, traditionRisk, adventure, innovation
Power, admirable, class
Approachable, equal
Efficiency, success, progress
Belonging, network, sacrificesIndividual, autonomy, freedom
Masculinity
+
+
+
+
-
-
-
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Love, harmony, care-
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EXCERSISE
What does Coca-cola mean to you?
Where do you come from?Do you like Coca-cola?
Me
tho
do
log
ica
l Co
ns
ide
rati
on
sCountries
Brands
0
20
40
60
80
100power distance
individuality
masculinity
uncertainty avoidance
Austria
Finland
India
USA
Qu
alit
ati
ve
Re
se
arc
h:
Re
su
lts
Re
su
lts
: S
ym
bo
lic Im
ag
es
0%
20%
40%
60%
80%
100%
Finland India Austria UnitedStates
Coca-Cola
Nike
Nokia
Toyota
Qu
alit
ati
ve
Re
se
arc
h:
Re
su
lts
0 4 8 12
Refreshing/cooling/freshNot healthy/no nutrition value
Cold/cool/chilled/chillingChristmas/Santa Clause/
Sweet/sugar/not soarGlobal/not local
Warm summer/hot dayAmerican/American lifestyleFizzy/carbonated/sparklingEnergetic/keeps me going
Big/large/hugeExciting/not boring/not serious
Recognizable/familiar/identifiableOpening bottle
Traditional/classic/originalBonding with friends/parties/fun
Not natural
Finland India US Austria
Qu
an
tita
tiv
e R
es
ea
rch
: R
es
ult
s Brand Meaning
Austria(1)
Finland(2)
India(3)
United States (4)
F(3,354
)
Partial
η2Refreshin
g -.287 (1.088)3 .039 (.800)3 .353 (.910)1,2
-.036 (1.113) 3.69* .030
Globally recognised .161 (.892)4 .119 (.914) -.179 (1.155)
-.239 (1.031)1 5.03** .041
Unhealthy .359 (1.06)2,3,4 .033 (.783)1,3-369 (1.04)1,2 -.187 (.950)1 8.71** .069
Christmas .400 (.96)2,3,4 -.190 (.979)1 -.261 (.965)1 -.033 (.958)1 9.17** .072
Classic -.346 (.932)2,4 .551 (.736)1,3
-.631 (1.00)2,4 .526 (.707)1,330.7** .206
Energising .033 (1.070) -.173 (.938) .257 (1.002) -.111 (.914) 2.17 .018Bonding with friends b .324 (.942)3 .410 (.789)3,4
-.968 (.75)1,2,4 .045 (.865)2,330.4** .205
* p < .05 **; p < .01
Coca - cola
UA
CO
Qu
alit
ati
ve
Re
se
arc
h:
Re
su
lts
0 2 4 6 8 10 12 14 16
Gives answers/provides data
Fast/quick/high speed
Not old/new
World/worldwide/global
Powerful/potent/almighty
Life saver/basic necessity
No privacy/no freedom/omnipresent
Useful/helpful
Google logo
Happiness/satisfaction
Huge/extensive/not small
Not reliable
Easy to use/convenient/no problem
Search
Not stupid/not dump/not ignorant
Reliable/trustful
Creative
Finland India US Austria
Qu
an
tita
tiv
e R
es
ea
rch
: R
es
ult
sGoogle
Brand Meaning
Austria(1)
Finland(2)
India(3)
United States (4)
F(3,
309)
Partial η2
Almighty
-.462 (1.011)3,4 -.196 (.916)3,4 .612 (.743)1,2
.370 (.876)1,2 10.76** .095
Helpful -.188 (1.293) .022 (.942) .066 (.755) .229 (.652) .596 .006Intrusive .247 (1.032)2,4-.156 (1.078)1 .135 (.837)4 -.392 (.85)1,3 3.674* .034
Inspired -.350 (1.08)3,4 -320 (.877)3,4 .475 (.695)1,2
.556 (.896)1,2 9.15** .082
Fun
-.455 (1.007)3,4 -.220 (.849)3,4 .703 (.87)1,2,4 .272 (77)1,2,3 17.18** .143
Global .199 (.986)2 -.328 (1.08)1,3 .229 (.785)2 -.139 (.995) 4.829** .045
Informative .083 (1.042)2
-.534 (1.05)1,3,4 .345 (.681)2 .273 (.847)2 5.43** .050
* p < .05 **; p < .01
PD
CO
Co
nc
lus
ion
In coclusion:
Culture influences :
a) consumer behaviour
b) consumer perception
Therefore:• It is important to get to know cultural differences.• Adjust marketing strategies to satisfy dominant
cultural values.
Thank you!