Volume 15, Number 3 Article by Vipin Gupta September, 2003
Cultural Dimensions and International Marketing :
Vipin Gupta looks at the relationship between culture and brand image and proposes that dimensions of culture can be systematically used to diagnose and bridge culture gaps that arise while trying to transfer a standardised global brand image into other cultures. Using the GLOBE framework of cultural dimensions, and its findings on India and the rest of the world, a practical application of how to assess brand image effectiveness in international marketing is provided. The GLOBE framework makes the following brand propositions about India: the brands perceived to be foreign enjoy a high class but a low mass appeal in India, a more positive image among Indian consumers in the low involvement product categories, are more likely to succeed if they support a balanced work-family life self-concept of women, in situations where the consumers have a high discretionary income and if they enhance the customer’s citizenship behaviour. Taken together, the propositions offer directions on how an international marketer could enhance the brand image effectiveness, and go beyond just a class appeal in India.
Reprint No 03306c
