CROSS-CULTURAL DIFFERENCES IN BRAND IDENTITY AND IMAGE: EVIDENCE FROM CHINA, INDIA, AND GULF COUNTRIES
Authors
Umarov Sultonbek
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Abstract
Building and sustaining a powerful brand identity represents one of the most critical strategic imperatives for contemporary organizations competing in globalized markets. This article synthesizes findings from five empirical and conceptual studies encompassing more than 3,886 consumer respondents drawn from China, India, Saudi Arabia, the United Arab Emirates, and Qatar, spanning consumer goods categories including toiletries, beverages, skincare, hair care, fashion, and home appliances. The synthesis reveals that brand identity is constituted by five analytically distinct yet mutually reinforcing dimensions: (1) physical and tangible identity, comprising visual and sensory cues such as logos, colors, and packaging; (2) brand personality, referring to the set of human-like characteristics consumers attribute to a brand; (3) brand associations, encompassing the symbolic meanings, concepts, and stakeholder relationships linked to the brand; (4) brand behavior and attitude, capturing how organizational conduct and communication shape consumer trust; and (5) brand competence and benefit, reflecting the functional, emotional, symbolic, and social value delivered to consumers.
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