| Abstract [eng] |
One of the most succesfull international marketing communication strategies influenced by modern consumer behavior and market tendencies is global brand communication that influences consumers from different countries through the emotional effect. Global brand communication strategy has one main flaw - it has to be adapted according to the region. This communication adaptation determines unadequate global brand image and it becomes fragmentary. In this research the hipothesis of universal brand communication was established. The hipothesis was promoted by saying that there are some emotional characteristics that are universal and that global brands communication could appeal to. In other words, the main purpose of this research was to determine, weather emotions can be influenced only by emotional communication inspite of the cultural context. During the consumer research 315 consumers from 7 different countries (USA, Great Britain, Lithuania, France, South Africa Republic, Estonia and Russia) were interviewed about 9 global brands („Apple“, „Nike“, „BBC“, „Visa“, „Nokia“, „Carlsberg“, „Disney“, „Volkswagen“, „Coca Cola“). During consumer research became clear that global brands that use adapted communication, but maintains constant brand idea, values and position in consumers mind are much more affective in emotional way comparing to brands that use universal communication. According to theese results following conclusion were achieved that even if there are such emotional dimensions that aren‘t influenced by culture there aren‘t such brand communication that could affect consumer without using local images or symbols. The results of this research can be useful for scientific or practical use because until now there was no this kind of research on global brands. |
