Strong Brand From Consumers’ Perspective: A Cross-Cultural Study

Abstract

The present research investigates cross-cultural differences in the characteristics associated with brand strength evaluation and the mechanism underlying these cultural differences. Using data from the United States and China, we found that American consumers judge brands with personal characteristics to be stronger than those with relational characteristics, while Chinese consumers show a reversed pattern. Furthermore, cultural differences in brand strength evaluation were salient only when consumers rated brands that were connected with their self-concepts, suggesting that cultural differences in brand strength evaluation ensue from consumers’ internalized preferences. Our findings have theoretical and practical implications for branding management and understanding the mechanism through which culture influences individual behaviors.

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