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
    JournalThe Educaonline Journal
    Publication statusPublished - Apr 2016

    Keywords

    • culture
    • brand
    • communication
    • fashion marketing

    Fingerprint Dive into the research topics of 'How culture has an impact upon product/brand and communication decisions in the global environment'. Together they form a unique fingerprint.

    Cite this