The influence of cultural dimensions on consumer brand personality perception in Finland, Serbia and Vietnam

Abstract

The 21st century is the age of globalisation and deepened integration of nations. International trade is facilitated by easier transfer of money, goods, and ideas. This in turn encourages companies to expand internationally and to offer their products or services abroad. Growing competition brings challenges concerning the ability to stand out from the wide selection of competing products. Distinctive brands that consumers perceive as relevant is an effective method of differentiation. Subsequently there is a need to have an understanding of the target culture’s values and traditions.

Consumer perception of brand personalities, otherwise known as human personality traits that can be applied to brands, helps to understand the attitudes of consumers towards brands. This information is crucial for creating relevant brands and marketing. This study examines the connection between cultural dimensions, and brand personality preference of consumers. In addition, it examines the connection of product category and consumer brand perception.

The theories used are Hofstede’s cultural dimension theory and brand personality scale by Geuens et al. (2009). There are three case countries: Finland, Vietnam, and Serbia. The study adopts a deductive and explanatory research approach. Data collection was done through self-administered online questionnaires and the final number of responses is 228. Data analysis was conducted through SPSS 28. The results show that for the most part connection between culture and consumer brand personality perception exists. Also, the product category of brands triggers brand personality associations most typical for the category. Non typical personalities are rejected.

The study contributes by adding research data concerning Finland and Serbia, as well as data involving the impact of all six Hofstede’s cultural dimensions on consumer brand personality perception.