Cross Cultural Differences In The Perceptions Of An International Fashion Brand
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Cross Cultural Differences In The Perceptions Of An International Fashion Brand
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Author : Tian Han
language : en
Publisher:
Release Date : 2018
Cross Cultural Differences In The Perceptions Of An International Fashion Brand written by Tian Han and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2018 with categories.
Purpose : Why is UNIQLO so developed in the Chinese market and so much behind in the French market? This study aims to explore the relation between culture and brand image one two different markets of the UNIQLO brand: France and China to see why the company lags on the French market. Methodology : The analysis was divided in two part, a study of the current marketing activities of UNIQLO in China and France and a questionnaire distributed to Chinese and French consumers on their motivations, cultural dimension and their perception of the brand. Findings : UNIQLO uses both global and local marketing strategies to promote their products with a main use of word-of-mouth and e-word-of-mouth and co-branding but focus a lot on celebrities endorsement in China. The analysis of the questionnaire revealed that customers perceive the brand of UNIQLO differently depending on the cultural background with French consumer being less influenced than Chinese ones in terms of brand image. Research limitations : The sample including 93 respondents corresponding mostly to 16-25 year olds and a majority of women, it would be interesting to expand the sample to a larger size and more geographical areas than just France and China. Practical and managerial implications : We recommend for UNIQLO to focus more on local markets and to create their marketing strategies depending on the country by hiring locals. In France, UNIQLO should also focus on improving the Japaneseness perception of the brand to consumers for their products in terms of fashion and technology. All in all, UNIQLO should continue to think globally but act more local. Value : This study filled the gap in the literature concerning the internationalization of fast fashion companies by showing the influence of cultural factors on brand image perception and opens the discussion for the analysis of other factors that can influence it like economic factors.
Cultural Differences In The Perception Of Brand Personalities
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Author : Martin Pydde
language : en
Publisher: GRIN Verlag
Release Date : 2009-05
Cultural Differences In The Perception Of Brand Personalities written by Martin Pydde and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2009-05 with Business & Economics categories.
Master's Thesis from the year 2008 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 2,0, European University Viadrina Frankfurt (Oder), language: English, abstract: Anthropomorphization happens whenever human characteristics are imputed to in-animate objects. This aptitude is observable in all cultures because it simplifies the interaction with nonliving objects (Fournier 1998, p.344). In search for ways to en-courage lasting costumer relationships the brand personality concept becomes a more prominent anthropomorphization in marketing. Brand personality is: "the set of hu-man characteristics associated with a brand" (Aaker 1997, p. 347). Aaker's brand personality scale was chosen for the purpose of this paper to create and analyze an online survey among Polish and German people in order to assess cultural differences in the perception of brand personalities.
The Role Of Culture In International Fashion Industry
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Author : Maria Rocío Gall
language : en
Publisher: GRIN Verlag
Release Date : 2010-05-20
The Role Of Culture In International Fashion Industry written by Maria Rocío Gall and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2010-05-20 with Business & Economics categories.
Seminar paper from the year 2009 in the subject Business economics - Business Management, Corporate Governance, grade: "-", University of applied sciences, Neuss, course: Intercultural Competences, language: English, abstract: "Culture" is one of the terms that vary in their meaning according to the way they are used or defined or the period they were used in. Neither in English nor in German is there a clear borderline between "culture" and "civilization". Freud wrote about "Das Unbehagen in der Kultur" and could as well have spoken of civilization. In the 19th century stress was put on "high culture". Matthew Arnold (1822-1888) regarded culture as "The best that has been thought and said in the world" in the "pursuit of our total perfection". (Zitat: Wikepedia). In this sense culture consisted in (mostly European) elite activities resulting in outstanding art and classical music. The English anthropologist Edward Tylor defined in 1874:"Culture or civilization, taken in its wide ethnographic sense, is that complex whole which includes knowledge, belief, art, morals, law, custom and other capabilities acquired by man as a member of society." (Zitat:Wikepedia) In 2002 the United Nations Educational, Scientific and Cultural Organization (Unesco) "universal declaration of Cultural Diversity" defined: "... culture should be regarded as the set of distinctive spiritual, material, intellectual and emotional features of society or a social group, and that it encompasses, in addition to art and literature, lifestyles, ways of living together, value systems, traditions and beliefs".(Zitat Wikepedia, Artikel "culture".
Cross Cultural Design Cultural Differences In Everyday Life
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Author : P.L.Patrick Rau
language : en
Publisher: Springer
Release Date : 2013-07-01
Cross Cultural Design Cultural Differences In Everyday Life written by P.L.Patrick Rau and has been published by Springer this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013-07-01 with Computers categories.
This is the second part of the two-volume set (LNCS 8023-8024) that constitutes the refereed proceedings of the 5th International Conference on Cross-Cultural Design, held as part of the 15th International Conference on Human-Computer Interaction, HCII 2013, held in Las Vegas, USA in July 2013, jointly with 12 other thematically similar conferences. The total of 1666 papers and 303 posters presented at the HCII 2013 conferences was carefully reviewed and selected from 5210 submissions. These papers address the latest research and development efforts and highlight the human aspects of design and use of computing systems. The papers accepted for presentation thoroughly cover the entire field of human-computer interaction, addressing major advances in knowledge and effective use of computers in a variety of application areas. This two-volume set contains 113 papers. The papers in this volume focus on the following topics: cultural issues in business and industry; culture, health and quality of life; cross-cultural and intercultural collaboration; culture and the smart city; cultural differences on the Web.
Cross Cultural Marketing
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Author : Vescovi, Tiziano
language : en
Publisher: Edward Elgar Publishing
Release Date : 2022-01-20
Cross Cultural Marketing written by Vescovi, Tiziano and has been published by Edward Elgar Publishing this book supported file pdf, txt, epub, kindle and other format this book has been release on 2022-01-20 with Business & Economics categories.
Viewing Europe as the centre of intercultural confrontation with its own set of subcultures, Cross-Cultural Marketing analyses the cultural comparison between East and West from a European perspective. Structured in four parts, the textbook explores the cross-cultural approach; a model of cross-cultural marketing strategy; marketing choices and decisions, and cross-cultural marketing challenges. At the end of each part, business cases and intercultural stories pose challenging questions for students’ discussion.
Cross Cultural Brand Personality And Brand Desirability
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Author : Corinna Colette Vellnagel
language : en
Publisher: Springer Nature
Release Date : 2020-08-13
Cross Cultural Brand Personality And Brand Desirability written by Corinna Colette Vellnagel and has been published by Springer Nature this book supported file pdf, txt, epub, kindle and other format this book has been release on 2020-08-13 with Business & Economics categories.
This research proposes and empirically tests the impact of brand personality dimensions on brand desirability in a cross-cultural context. Further, the concept of brand-self-congruity is tested on its mediating role between brand personality dimensions and brand desirability. The results reveal that certain brand personality dimensions can have a direct and/ or indirect impact on brand desirability. Yet, this effect mechanism has not only been found to be brand-dependent but also culture-dependent. In this context, the mediating role of brand-self-congruity was confirmed across all cultures and brands investigated. Important implications are derived for research and brand management. In different countries, different brand personality dimensions lead to brand desirability. Therefore, brand managers should know their markets, understand cultural differences and adjust their brand strategy accordingly in order to attain brand desirability.
A Cross Cultural Comparison Of Consumers Perceptions Of Apparel Quality
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Author : Nancy Louise O'Toole Dunn
language : en
Publisher:
Release Date : 1996
A Cross Cultural Comparison Of Consumers Perceptions Of Apparel Quality written by Nancy Louise O'Toole Dunn and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 1996 with Clothing and dress categories.
The Influence Of Culture On Brand Positioning Strategy
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Author : Guido Maiwald
language : en
Publisher: GRIN Verlag
Release Date : 2013-02-08
The Influence Of Culture On Brand Positioning Strategy written by Guido Maiwald and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013-02-08 with Business & Economics categories.
Scientific Essay from the year 2005 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, , language: English, abstract: In order to increase the saleability of a brand or product and at the same time to minimize the costs of production and advertisement, marketing companies or departments try to internationalize or ‘globalize’ production processes as well as marketing strategies. One challenge of these goals lies in differences between the mindset of consumers, being consequence of differences in culture. This work will focus the meaning of ‘culture’ and the question which ‘ingredients’ define culture. In the following chapters strategies of cross-cultural surveys within marketing strategies for brands and products will be examined.
Cross Cultural Design Interaction Design Across Cultures
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Author : Pei-Luen Patrick Rau
language : en
Publisher: Springer Nature
Release Date : 2022-06-16
Cross Cultural Design Interaction Design Across Cultures written by Pei-Luen Patrick Rau and has been published by Springer Nature this book supported file pdf, txt, epub, kindle and other format this book has been release on 2022-06-16 with Computers categories.
The four-volume set LNCS 13311 - 13314 constitutes the refereed proceedings of the 14th International Conference on Cross-Cultural Design, CCD 2022, which was held as part of HCI International 2022 and took place virtually during June 26 - July 1, 2022. The papers included in the HCII-CCD volume set were organized in topical sections as follows: Part I: Cross-Cultural Interaction Design; Collaborative and Participatory Cross-Cultural Design; Cross-Cultural Differences and HCI; Aspects of Intercultural Design Part II: Cross-Cultural Learning, Training, and Education; Cross-Cultural Design in Arts and Music; Creative Industries and Cultural Heritage under a Cross-Cultural Perspective; Cross-Cultural Virtual Reality and Games Part III: Intercultural Business Communication; Intercultural Business Communication; HCI and the Global Social Change Imposed by COVID-19; Intercultural Design for Well-being and Inclusiveness Part IV: Cross-Cultural Product and Service Design; Cross-Cultural Mobility and Automotive UX Design; Design and Culture in Social Development and Digital Transformation of Cities and Urban Areas; Cross-Cultural Design in Intelligent Environments.
Luxury Marketing
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Author : Klaus-Peter Wiedmann
language : en
Publisher: Springer Science & Business Media
Release Date : 2012-11-10
Luxury Marketing written by Klaus-Peter Wiedmann and has been published by Springer Science & Business Media this book supported file pdf, txt, epub, kindle and other format this book has been release on 2012-11-10 with Business & Economics categories.
The luxury market has transformed from its traditional conspicuous consumption model to a new experiential luxury sensibility that is marked by a change in how consumers define luxury. In a global context, it is crucial to understand why consumers buy luxury, what they believe luxury is, and how their perception of luxury value impacts their buying behavior. This handbook aims to provide a holistic approach to luxury marketing with respect to the characteristics and the key challenges and opportunities of luxury brand management. Therefore, the multifaceted contributions by authors from different parts of the world will offer both a research and management perspective of luxury marketing and deliver a concentrated body of knowledge with contributions from diverse elements.