How culture has an impact upon product/brand and communication decisions in the global environment

Irene Garcia Medina, Patricia M.F. Coelho

    Research output: Contribution to journalArticle

    Abstract

    This essay aims to critically analyze how culture has had an impact on product decisions, brand image and communication in the global environment. It is a theoretical bibliographic study using different authors from various cultural theories, for example, Hofstede (1991); Madden et al (2000) or Terpstra; David (1991). The analysis is also based in concepts of Hofstede and looks at the marketing mix in a global context presenting current examples. The results show the changes that are occurring in the area of communication. Researchers should be aware of these changes.
    Original languageEnglish
    Pages (from-to)95-104
    Number of pages10
    JournalJournal Portal Educaonline, Educomunicacao, Educacao e Novas Tecnologias
    Publication statusPublished - Apr 2016

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    Keywords

    • culture
    • brand
    • communication
    • fashion marketing

    Cite this

    Garcia Medina, I., & Coelho, P. M. F. (2016). How culture has an impact upon product/brand and communication decisions in the global environment. Journal Portal Educaonline, Educomunicacao, Educacao e Novas Tecnologias, 95-104.