What does this research mean for the field?

National culture shapes consumer values and decision-making orientations, which subsequently influence their interpretation of country-of-origin signals and the formation of a multifaceted brand image, ultimately guiding strategic marketing choices between standardization and adaptation in international automobile markets. Novelty: ClaimNovelty.SYNTHESIS. Consensus alignment: ConsensusAlignment.NEUTRAL.

What question did this study set out to answer?

This study aims to unify the relationships between national culture, country-of-origin perception, and brand image in global marketing.

May 10, 2026International Journal of Novel Research and DevelopmentOpen Access

National Culture, Country-of-Origin and Brand Image, in International Automobile Markets: A Thematic Analysis and Integrated Conceptual Framework

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This study aims to unify the relationships between national culture, country-of-origin perception, and brand image in global marketing.
Conducted a systematic review of literature and thematic analysis of over 120 peer-reviewed studies published between 1985 and 2024.
Explored interactions between national culture, country-of-origin, and brand image across consumer behavior and strategic management contexts.
Identified four major themes related to the impact of national culture and country-of-origin on brand strategy.
Established a conceptual framework illustrating how national culture influences consumer perceptions and brand image formation.
Highlighted the significance of cultural mediation in shaping consumer evaluations of global brands.
Provided actionable insights for automobile manufacturers regarding standardization and adaptation strategies in diverse markets.

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Implication

Thematic analysis of national culture, country-of-origin, and brand image provides insights for strategic marketing decisions.

Cite This Study

Das et al. (2026) studied this question.

synapsesocial.com/papers/6a002147c8f74e3340f9c10e https://doi.org/10.56975/ijnrd.v11i5.324578

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National Culture, Country-of-Origin and Brand Image, in International Automobile Markets: A Thematic Analysis and Integrated Conceptual Framework

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Discussion

Implication

Cite This Study

National Culture, Country-of-Origin and Brand Image, in International Automobile Markets: A Thematic Analysis and Integrated Conceptual Framework

Key Points

Discussion

Implication

Cite This Study

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