Brand image perceptions across cultures: A study of symbolic and functional associations

Laura Salciuviene; Pervez N. Ghauri; Audra I. Mockaitis; Claudio De Mattos

doi:10.1108/S1474-7979%282009%2900000200100020010

Brand image perceptions across cultures: A study of symbolic and functional associations

Laura Salciuviene, Pervez N. Ghauri, Audra I. Mockaitis, Claudio De Mattos

PMO Comparative & International Business

Research output: Contribution to journal › Article › peer-review

Abstract

This study aims to further our understanding about how brand image attributes in different cultural contexts are perceived and how those perceptions, as a function of consumer personal values, differ, by assessing the extent to which personal values affect brand image perceptions in two EU countries, one in Eastern Europe (Lithuania) and the other in Western Europe (Denmark).

Original language	English
Pages (from-to)	177-191
Number of pages	15
Journal	Advances in International Marketing
Volume	20
DOIs	https://doi.org/10.1108/S1474-7979%282009%2900000200100020010
Publication status	Published - 2009

Keywords

Brand Image
personal values
Cultural context
Lithuania
Denmark

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10.1108/S1474-7979%282009%2900000200100020010

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title = "Brand image perceptions across cultures: A study of symbolic and functional associations",

abstract = "This study aims to further our understanding about how brand image attributes in different cultural contexts are perceived and how those perceptions, as a function of consumer personal values, differ, by assessing the extent to which personal values affect brand image perceptions in two EU countries, one in Eastern Europe (Lithuania) and the other in Western Europe (Denmark). ",

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AU - De Mattos, Claudio

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AB - This study aims to further our understanding about how brand image attributes in different cultural contexts are perceived and how those perceptions, as a function of consumer personal values, differ, by assessing the extent to which personal values affect brand image perceptions in two EU countries, one in Eastern Europe (Lithuania) and the other in Western Europe (Denmark).

KW - Brand Image

KW - personal values

KW - Cultural context

KW - Lithuania

KW - Denmark

U2 - 10.1108/S1474-7979%282009%2900000200100020010

DO - 10.1108/S1474-7979%282009%2900000200100020010

M3 - Article

SN - 1474-7979

VL - 20

SP - 177

EP - 191

JO - Advances in International Marketing

JF - Advances in International Marketing

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Brand image perceptions across cultures: A study of symbolic and functional associations

Abstract

Keywords

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