Does Exposure To A Country’s Culture Affect Consumers’ Attitude Towards Brands: A Comparative Study Between Japan and Germany
Journal Title: IOSR journal of Business and Management - Year 2018, Vol 20, Issue 2
Abstract
Many multinational companies manage their consumer perception through the country of brand origin in their promotion campaigns. This research tries to add subject to the literature of brand origin by trying to identify if consumers who are exposed to Japanese culture and consumers who are exposed to German culture through the means of language learning, internet, cultural events and work become factors that influence brand origin recognition and possess varying attitude towards other country brands. Considering two countries: Japan and Germany which are at an equal standing in terms of development, having a perception of being countries that provide high tech and quality goods, brand origin can be a factor which will influence the varying attitude of the people of Bangalore city and in identifying the county of origin of the brand, The research finds that consumers who are not exposed to respective cultures make errors in brand recognition and also Japanese language learners have more overall positive attitude towards Japanese brands than towards German brands, but German language learners are not biased towards either Japanese brands or German brands.
Authors and Affiliations
Dr. Ritty Francis, Hemashree B Sindhe
Keywords
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- EP ID EP409861
- DOI 10.9790/487X-2002094553.
- Views 60
- Downloads 0
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