MANAGING TRANSNATIONAL BRANDS: THE EFFECTS OF CULTURAL VARIATIONS ON CUSTOMER ACQUISITION COSTS
1. INTRODUCTION .................................... 1
Introduction to the Study ..................... 1
Statement of the Problem ...................... 4
Rational 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 .................. 10
2. REVIEW OF RELATED LITERATURE .................... 11
Introduction to the Literature Review ......... 11
Hofstede National Cultural Model .............. 11
Brand Management .............................. 38
Changing Nature of Consumer Marketing ......... 52
Summary ....................................... 57
3. METHOD .......................................... 58
Introduction to the Methodology ............... 58
Approach ...................................... 58
Hypotheses .................................... 58
Variables and Operational Definitions ......... 59
Population and Sample ......................... 59
Instrumentation ............................... 60
Data Collection Procedures .................... 60
Data Analysis ................................. 60
Methodological Limitations .................... 60
APPENDIX: SURVEY QUESTIONNAIRE ........................... 62
REFERENCES ............................................... 66
Globalization·the spread of economic innovations around the world and the political and cultural adjustments that accompany this diffusion·is a concept that is expanding rapidly and far-reaching consequences of globalization appear to be inevitable. The reason lies in the fact that globa...