Brand evaluation in a cross-cultural context.

This paper addresses the widely debated topic of 'cross-national convergence' in consumer attitudes and behaviour with respect to global brands.

Brand Evaluation in a Cross-Cultural Context

ChristineWoesler de Panafieu andDaniel Weber Socioconsult International, France

INTRODUCTION

Since the 1960's we have witnessed the accelerating progression of international brands within the majority of national markets. The phenomenon embraces a broad range of product and service categories, from fast-moving packaged goods to consumer durables, and most recently, to financial services and retail outlets.

The globalization of brands is inscribed in the larger and more far-reaching processes of world-wide economic and communications integration. While once associated primarily with American brands, the latest tendencies in the internationalisation of brands reveal more pluralist...

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