Influence of Cultural Factors for Global Brand Management

This study tested a theoretical model that includes nine factors hypothesized to exert significant influence on effective global brand management. These influencing factors include values, beliefs, attitudes, education, religion, myths, colors, taste, and rituals. A sample population of 75 (n=75) respondents were surveyed from 30 multinational companies from seven different industries: pharmaceutical, leisure, fast food, financial, technology, telecommunication, and consumer goods to measure the degree of influence of the nine factors on global brand management. Cronbach Alpha supported the reliability (.827). SPSS was used to run regression and partial correlation. The model is well-fitting the data, given the number of variables and data points. The results suggest Consideration of Culture to Effective Global Brand Management correlated positively. All three hypotheses were supported with a positive correlation value. However, third hypothesis was nullified due to different partial correlation values. Understanding the influence of cultural elements (perspectives) on global brand management should be of interest and value for managers who can, in return, focus on applying the findings for effective global brand management.