EVALUATING THE IMPACT OF CROSS-CULTURAL MARKETING STRATEGIES ON GLOBAL BRAND POSITIONING
Keywords:
Cross-cultural marketing, global brand positioning, cultural misinterpretation,, brand consistency, marketing strategies, international markets., international markets, LocalizationAbstract
Background:
In an increasingly globalized market, cross-cultural marketing strategies have become a critical tool for brands seeking to establish a strong global presence. These strategies enable companies to engage with diverse consumer bases, adapting their marketing efforts to align with local cultural values and preferences. However, the implementation of cross-cultural marketing presents various challenges, including cultural misinterpretation, the high costs of localization, and the balance between local adaptation and global brand consistency.
Aims:
This research aims to evaluate the impact of cross-cultural marketing strategies on global brand positioning. Specifically, it seeks to identify the challenges brands face in implementing these strategies, assess the benefits they provide, and explore how companies can successfully navigate cultural differences to enhance their global market presence.
Research Method:
The study employs a qualitative research approach, utilizing in-depth interviews with marketing professionals from global brands and conducting surveys with consumers across different cultural contexts. The data collected is analyzed to identify common themes, challenges, and strategies employed by brands in their cross-cultural marketing efforts.
Results and Conclusion:
The findings reveal that while cross-cultural marketing strategies offer significant benefits, such as stronger consumer relationships and enhanced brand loyalty, they also present considerable challenges. Cultural misinterpretation, high localization costs, and the complexity of balancing local adaptation with global brand consistency were identified as key obstacles. Despite these challenges, brands that successfully navigate these issues can achieve sustained growth and a strong global brand position. The research concludes that a deep understanding of cultural nuances, investment in localized strategies, and a balance between local and global brand values are essential for success.
Contribution:
This research contributes to the understanding of how cross-cultural marketing strategies affect global brand positioning. It provides valuable insights into the challenges brands face and offers practical recommendations for overcoming these obstacles. The findings can serve as a guide for companies looking to expand their reach in international markets while maintaining brand integrity.
Downloads
References
Bučo, N. (2024). Content marketing in the digital sphere (Doctoral dissertation, [N. Bučo]).
Carranza, R., Zollo, L., Díaz, E., & Faraoni, M. (2023). Solving the luxury fashion and sustainable development “oxymoron”: A cross‐cultural analysis of green luxury consumption enablers and disablers. Business Strategy and the Environment, 32(4), 2399-2419.
Cheung, M. L., Pires, G. D., Rosenberger, P. J., Leung, W. K., & Sharipudin, M. N. S. (2021). The role of consumer-consumer interaction and consumer-brand interaction in driving consumer-brand engagement and behavioral intentions. Journal of retailing and consumer services, 61, 102574.
Cheung, M. L., Ting, H., Cheah, J. H., & Sharipudin, M. N. S. (2021). Examining the role of social media-based destination brand community in evoking tourists’ emotions and intention to co-create and visit. Journal of Product & Brand Management, 30(1), 28-43.
FOUROOZESH, L. (2022). AN INVESTIGATION OF THE IMPACT OF SOCIAL MEDIA MARKETING ACTIVITIES ON CONSUMERS PURCHASE INTENTION: EXAMINING THE ROLE OF BRAND EQUITY, RELATIONSHIP EQUITY, AND BRAND TRUST IN S-COMMERCE (Master's thesis).
Guttena, R. K., Wu, C. H. J., & Atmaja, F. T. (2024). The influence of brand-related social media content on customer extra-role behavior: a moderated moderation model. Journal of Product & Brand Management, 33(2), 220-233.
Hamzah, Z. L., Abdul Wahab, H., & Waqas, M. (2021). Unveiling drivers and brand relationship implications of consumer engagement with social media brand posts. Journal of Research in Interactive Marketing, 15(2), 336-358.
He, A. Z., Cai, Y., Cai, L., & Zhang, Y. (2021). Conversation, storytelling, or consumer interaction and participation? The impact of brand-owned social media content marketing on consumers’ brand perceptions and attitudes. Journal of Research in Interactive Marketing, 15(3), 419-440.
Jiang, Y., Cheng, B., & Han, C. (2022). IMPACT OF CONTENT MARKETING ON CONSUMER LOYALTY ON CROSS-BORDER E-COMMERCE IMPORT PLATFORMS. Transformations in Business & Economics, 21(3).
Julaeha, L. S. (2024). The Role of Content Marketing in Brand Loyalty: An Empirical Analysis. Master Manajemen, 2(2), 117-132.
Ma, J., Hong, J., Yoo, B., & Yang, J. (2021). The effect of religious commitment and global identity on purchase intention of luxury fashion products: a cross-cultural study. Journal of Business Research, 137, 244-254.
Nie, C., & Wang, T. (2021). How global brands incorporate local cultural elements to improve brand evaluations: A perspective on cultural mixing. International Marketing Review, 38(1), 163-183.
Safeer, A. A., Chen, Y., Abrar, M., Kumar, N., & Razzaq, A. (2022). Impact of perceived brand localness and globalness on brand authenticity to predict brand attitude: a cross-cultural Asian perspective. Asia Pacific Journal of Marketing and Logistics, 34(7), 1524-1543.
Shivajirao, S. K. D. M. P., & Verma, R. (2022). Examining the Impact of Storytelling in Content Marketing on Consumer Engagement and Brand Loyalty. African Diaspora Journal of Mathematics ISSN: 1539-854X, Multidisciplinary UGC CARE GROUP I, 25(6), 121-130.
Sobouti, H., & Karimi Alavijeh, M. R. Brand Relationship Quality Through Social Media Marketing, Digital Content Marketing, and Emotional Customer Engagement. Digital Content Marketing, and Emotional Customer Engagement.
Trkulja, Ž. M., Dlačić, J., & Primorac, D. (2023). Exploring the Importance of Consumer Engagement for Successful Sports Club Projects.
Wei, X., Chen, H., Ramirez, A., Jeon, Y., & Sun, Y. (2022). Influencers as endorsers and followers as consumers: exploring the role of parasocial relationship, congruence, and followers’ identifications on consumer–brand engagement. Journal of Interactive Advertising, 22(3), 269-288.
Wibowo, S. E., Aksenta, A., & Hartanto, S. (2024). The Strategic Role Of Brand Storytelling In Enhancing Marketing Management And Brand Awareness On Social Media Platforms. Jurnal Multidisiplin Sahombu, 4(02), 343-348.
Zahoor, N., Khan, Z., Arslan, A., Khan, H., & Tarba, S. Y. (2022). International open innovation and international market success: an empirical study of emerging market small and medium-sized enterprises. International Marketing Review, 39(3), 755-782.
Zhang, C., & Han, B. (2024). How perceived brand localness affects purchase intentions: Examining the role of brand authenticity. Journal of Global Scholars of Marketing Science, 1-22.
Downloads
Published
Issue
Section
License
Copyright (c) 2025 Zaenal Aripin (Author)
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
