| Abstract [eng] |
KATKEVIČIENĖ, Diana. (2009) The Expression of the Cultural Factors in Creating International Brand Image. MBA Graduation Paper. Kaunas: Kaunas Faculty of Humanities, Vilnius University. 2009. 63p. SUMMARY Actuality of the theme: The companies will be able to introduce brand image and to achieve desirable goals in foreign markets only after coherent research of factors influencing inter-national brand image. Object of research: International brand image. Tasks of the paper: We set up the following tasks: to analyze notions of brand image and culture; to evaluate the settings formed by different cultures; to determine cultural factors influenc-ing the creation of brand image by analyzing research carried out up to present; to present a model for projecting the research of the expression of cultural factor to the international brand image; to explore empirically the expression of cultural factor in formation of international brand image. Assumptions: A1 – Cultural differences have significant value in creating brand image; A2 – Consumers in different cultures differently evaluate international brand image. The tasks are set to check these assumptions. Structure of the paper:The paper consists of three chapters. First chapter analyses the definitions of brand image, culture and of other notions used in the paper and their understandings in inter-cultural context; it also reviews the research carried out so far by different scientists to es-tablish the influence of different cultures on the creating of international brand image. Second chap-ter presents empirical research model and the methodologies of empirical research. Third chapter reveals the expression of cultural factor in formation of international brand image of SEIKO in the internet sites and also presents the opinion of consumers. Practical and theoretical value of the paper. The present research enables to determine the factors of trademark application. The material compiled in the paper gives possibility to famil-iarize with theory and practice of application of international brand-names in foreign markets. Companies will be able to make use of the above mentioned research in their further activity; i.e. having in mind the factors influencing the application of international brand-names that have been prioritized in the paper they will be able to improve this process. 16 pictures and 18 tables are presented in this paper. The scope of the paper is 83 pages (14 appendixes). |
