This study investigates the self-expressive function of brands in four countries that
represent different cultural dimensions. Survey data collected in France, Germany,
South Korea, and the US support the proposition that cultural dimensions influence
customers’ motive to use brands as means of self-expression. Additionally, in
masculine countries it is more important for customers to use brands to express their
ideal self-concept. Furthermore, in countries where power distance is high customers
choose brands to show their desired social status. From the empirical results the
authors derive implications for global brand management. They suggest the creation
of a consistent brand personality across countries while – at the same time – allowing
brand management to emphasize particular personality facets corresponding to
different cultural orientations.
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