A significant research gap in the literature of global marketing has been addressed by this study. It has put forward a unified framework that systematizes the relationships between national culture, perception of country-of-image and brand image. These determinants mould the strategic decisions of marketing in the international automobile industry. All of these determinants have been comprehensively reviewed independently in the existing literature. Conversely, a lean scholarly observation has been directed toward learning their unified and interactive consequences on the outcomes of marketing. This framework-based study engages a systematic review of literature and thematic analysis to assess more than 120 peer-reviewed studies. The peer-reviewed studies were published between the year 1985 to 2024. It has unified evidence from Consumer Behavior, Cross-Cultural Marketing and Principles of Strategic Management. Five prime research questions have been connected and articulated by the analysis of this study. It has communicated the mechanisms through which the dimensions of national culture influence the perception of country-of-origin interpretation. Also, the processes that underlie the formation of brand image across functional, symbolic and emotional dimensions. The introduced conceptual framework exemplifies a chronological constructive pathway wherein national culture shapes the orientations of decision making and the values of consumers. It later on influences how consumers understand the signals of country-of-origin and evaluate the global brands. These perceptions of cultural mediation contribute to the formation of a holistic brand image. Hence, assisting the strategic decisions of the companies between the significant approaches of standardization and adaptation. Through the thematic analysis, four major themes have been assessed as follows: 1) National Culture as a foundational factor of the perception of consumer and interpretation frameworks; 2) Country-of-Origin as a practical approach and standard indicator in the evaluation of products; 3) Brand Image as a multifaceted concept combining the functional, symbolic and emotional elements; 4) Factors of strategic possibility that mediate the choices of standardization and adaptation. Notably, in growing economies such as India, the framework provides significant theoretical contributions to global marketing and offers actionable insights for the manufacturers of automobile industry in the culturally variant markets. This study enhances understanding of cross-cultural consumer behavior and informs about the growth of more refined strategies of the international marketing, by synthesizing these previously disparate theoretical perspectives.
Das et al. (Fri,) studied this question.
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