The Effects Of Culture Value-dimensions And Culture Underlying-assumptions On The Consumer Preference Of Brand Personality

Developing and managing brand personality is an important part of afirm’ marketing program. This study examines consumer preference ofbrand personality linkage for consumer goods in four categories marketedinternationally. This study also develops a conceptual framework thatidentifies various cultural value-dimensions and cultural underlyingassumptions of international markets that are hypothesized to affectconsumer preference of brand personality. Results from228samples,which indicate that:(1)When culture power distance is high, consumersshows more preference to sophisticated and competence dimension ofbrand personality; whereas when culture power distance is low,consumers shows more preference to sincerity, exciting and ruggednessdimension of brand personality.(2)When culture individualism is high,consumers show more interest in exciting and competence dimension ofbrand personality; whereas when culture power distance is low,consumers shows more interest in sincerity, sophisticated andpeacefulness dimension of brand personality.(3)When culture long-termorientation is high, consumers shows more preference to sophisticatedand peacefulness dimension of brand personality; whereas when culturelong-term orientation is low, consumers shows more preference tosincerity, exciting and competence dimension of brand personality.According to the hypothesis of this study, western culture has the characteristics of personal external transformational assumptions whichresult in individualism, low power distance and short-term orientation,leading to consumers prefer in sincerity, exciting, competence andruggedness dimension of brand personality. However, oriental culture hasthe characteristics of group internal adaptive assumptions which result incollectivism, high power distance and long-term orientation, leading toconsumers prefer in sophisticated and peacefulness dimension of brandpersonality only when consumer buying public-consume goods.