THE EFFECTS OF CULTURE AND SOCIOECONOMICS ON THE PERFORMANCE OF GLOBAL BRAND IMAGE STRATEGIES

Developing and managing brand image is an important part of a firm's m arketing program. However, little research has been done (1) on linkin g the use of brand image strategies to product performance or (2) on m anaging brand images in global markets. The author examines the brand image-performance linkage for consumer goods in two categories markete d internationally. He also develops a conceptual framework that identi fies various cultural and socioeconomic environmental characteristics of foreign markets that are hypothesized to affect brand image perform ance. Results from a 10 country/60 region study indicate that cultural power distance, cultural individualism, and regional socioeconomics a ffect the performance of functional (problem prevention and solving), social (group membership and symbolic), and sensory (novelty, variety, and sensory gratification) brand image strategies. The author then di scusses the implications for managers marketing brands internationally and the directions for further research.