Brand evaluation in a cross-cultural context

Date of publication: June 15, 1996


This paper addresses the widely debated topic of ‘cross-national convergence’ in consumer attitudes and behaviour with respect to global brands. The study is based on a survey of nationally representative samples of the adult population in France, Germany, Italy, Canada, and the United States. The first part is devoted to the analysis of purchases of twenty-four megabrands common to all four countries. The second part focuses on a large set of reasons for choosing a brand. Finally, the study provides several key managerial implications.

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