MANAGING TRANSNATIONAL BRANDS: CASE STUDY OF CULTURAL VARIATIONS AND TRANSNATIONAL BRANDING STRATEGIES
1. INTRODUCTION .................................... 1
Introduction to the Study ..................... 1
Globalization in Industrial Trade .......... 2
Market Globalization and the Internet ...... 3
Statement of the Problem ...................... 6
Rationale of the Study ........................ 6
Purpose of the Study .......................... 7
Importance of the Study ....................... 7
Scope of the Study ............................ 7
Definitions of Terms .......................... 8
Overview of the of the Study .................. 8
2. REVIEW OF RELATED LITERATURE .................... 9
Introduction to the Literature Review ......... 9
Hofstede National Cultural Model .............. 9
Uncertainty Avoidance ...................... 11
Power Distance ............................. 12
Masculine-Feminine ......................... 13
Individualism-Collectivism ................. 13
Fifth dimension ............................ 14
Relevance to Brand Management .............. 14
Derivation of Cultural Values .............. 17
Validating the Hofstede Model .............. 19
Representations in the Hofstede Model ...... 23
Hofstede Conclusion ........................ 26
Brand Management .............................. 28
Managing Brand Loyalty ..................... 28
Brand Equity ............................... 29
Buyer Attitudes Toward products ............ 31
Brand Equity and Added-Value ............... 32
Brand Value ................................ 34
Brand Equity and Advertising ............... 35
Developing Brand Equity .................... 36
Brand Management Summary ................... 37
Changing Nature of Consumer Ma...