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Cross‐cultural influences on brand identity impressions: KFC in China and the United States

55 citations0/0 files storedAsia Pacific Journal of Marketing and Logistics

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Consumer Behavior in Brand Consumption and Identification Marketing and Advertising Strategies Cultural Differences and Values

Abstract

This research measured and compared the brand identity of Kentucky Fried Chicken (KFC) in China and the United States. Brand identity was defined as the customer impressions of four different KFC identity elements – properties, products, presentations, and publications. A survey of young consumers in the two countries (n = 795), showed that the Chinese respondents were more apt to eat within KFC restaurants, and spend more time doing so, than the Americans. The Chinese also had much more positive impressions of KFC than their US counterparts. Brand identity impressions were correlated with overall customer satisfaction and with future patronage intentions for both groups, but much more so for the Americans. These findings support a model where differences in cultural frames of reference lead consumers to actively localize the brand identity of this nominally globalized product.

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2019Welcome to the experience economy 2001Response Styles in Marketing Research: A Cross-National Investigation 1994Managing Corporate and Brand Identities in the Asia-Pacific Region 2002Comparative service quality: German and American ratings across service settings 1997Product-Category Dynamics and Corporate Identity in Brand Extensions: A Comparison of Hong Kong and U.S. Consumers

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