The Hofstede model: Applications to global branding and advertising strategy and research

Marieke de Mooij and Geert Hofstede

Recent years have seen increasing interest in the consequences of culture for global marketing and advertising. Many recent studies point at the necessity of adapting branding and advertising strategies to the culture of the consumer. In order to understand cultural differences, several models have been developed of which the Hofstede model is the most used. This article describes elements of this model that are most relevant to branding and advertising, and reviews studies that have used the model for aspects of international branding and for advertising research. It provides some cautious remarks about applying the model. Suggestions for more cross-cultural research are added.

Introduction