The Effects of Culture and Socioeconomics on the Performance of Global Brand Image Strategies
研究了消费品品牌形象策略与产品绩效的关系，发现文化权力距离、个人主义和社会经济环境会影响功能性、社会性和感官性品牌形象策略的效果，对国际品牌管理者有参考价值。
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.