Cross-cultural factors in international branding

Castro, Rafael; Sáiz, Patricio

doi:10.1080/00076791.2019.1592157

Cited by 10 publications

(4 citation statements)

References 107 publications

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“…The interest in trademarks was largely driven by the recognition that trademarks are the type of IPR most pervasive globally (Zolas et al, 2017) and that, especially in developing and middle-income countries, companies rely more on trademarks than patents (Azomahou & Diene, 2012; Kang et al, 2020;Lee et al, 2021). In several history-oriented and geography-sensitive works, Lopes (2005Lopes ( , 2016 and Castro and Sáiz (2020) have also shown how multinational business success can be derived from locally developed trademark-intensive strategies in a variety of sectors.…”

Section: Trademarks and Regional Paths Of Specialization/diversificationmentioning

confidence: 99%

Regions and trademarks: research opportunities and policy insights from leveraging trademarks in regional innovation studies

Castaldi

Mendonça

2022

Regional Studies

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At the intersection of regional and innovation studies, trademark research is producing stylized facts, methodological lessons and policy insights underlining the importance of softer intangible assets for regional resilience and growth. Despite all the recent attention, there are still several opportunities that the present agenda-framing piece tries to canvas, identifying at least two directions for further research: the geography of innovation/entrepreneurship and regional specialization/diversification. Not only do these emerge from a dedicated special issue in Regional Studies (to which this paper also serves as an editorial), but they also unfold in emerging research and policy trajectories.

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Section: Trademarks and Regional Paths Of Specialization/diversificationmentioning

confidence: 99%

Regions and trademarks: research opportunities and policy insights from leveraging trademarks in regional innovation studies

Castaldi

Mendonça

2022

Regional Studies

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“…1 However, in the 1990s some relevant studies on the development of brands already appeared, such as the works included in the book edited by Jones and Morgan (1994) or the articles of Wilkins (1992) and Higgins and Tweedale (1995). A historiographic review of the research on brands is found in Sáiz and Castro (2018) and in Castro and Sáiz (2020).…”

Section: Notesmentioning

confidence: 99%

“…Although the development of brands has been a topic traditionally little studied in Business History (Duguid, da Silva & Mercier, 2010, p. 17) 1 , there has been considerable progress in research on the subject since the beginning of the 21st century (Da Duguid, 2010 and2012;Sáiz and Castro, 2018;Castro and Sáiz, 2020). In Spain, the works of Sáiz and Fernández have been fundamental Fernández, 2009 and2012).…”

Section: Introductionmentioning

confidence: 99%

Selling the past. The use of history as a marketing strategy in Spain, 1900-1980

Miranda

Ruiz‐Moreno

2020

Business History

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History can represent an effective marketing resource because it allows to establish an emotional relationship with consumers. This article examines trademark applications in order to show how Spanish companies used the past in their branding strategy during the twentieth century. The paper analyses which historical themes were used the most, over which periods, for what types of products and services and according to which Spanish regions. The study indicates that this commercial use of the past was closely linked to the spread of Spanish nationalism. Brands try to connect emotionally with consumers by evoking historical national myths and, therefore, their use increased during the periods of nationalist exaltation.

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“…Particularly, cultural influences on buying behaviour are to the extent that consumers often display these influences in the values they pick from the society (Fahimeh et al, 2016). Such cultural values affect marketing decisions on the marketing mix elements (Castro and Sáiz, 2020). However, many people in this world live within societies in which group's interest takes precedence and interest over individuals interest (Hofstede et al, 2010).…”

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confidence: 99%

Consumer health knowledge: cultural norms and marketing of healthcare products

Oteh

Oloveze

et al. 2021

HEM

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This paper discourses healthcare products that face some degree of acceptance within some societies due to specific cultural dilemmas and ethical concerns. The purpose of this paper is to assess consumer health knowledge on the cultural and ethical dilemma and norms as they affect the marketing of healthcare products. Literary sources indicate the existence of misconceptions and poor marketing performance of healthcare products within a cultural milieu in Nigeria, thus the focus is on indigenous people and their cultural backgrounds. To gain insight into consumer health knowledge, the study modelled Hofstede’s collectivism dimension following the dominant in-group cultural context of the indigenous people. The relevance of this scientific decision problem is that the result will cause an urgent policy approach, re-strategizing of approaches in communication and reach by the healthcare marketers and healthcare product producers. The research follows a survey pattern as data was collected for 4 – 5 months in year 2020 using a structured questionnaire while mean rating analysis and Pearson Coefficient correlation were used to analyze the result. The object of this research was Abia State in Nigeria, given that good numbers of the communities are notorious for the patronage of traditional healthcare products. The results proved that negligence of immunization, dependence on traditional health healers, and maintenance of ethical work environment are critical concerns that impact consumers’ health knowledge and their response to healthcare products being marketed by firms. Thus, the research makes an empirical confirmation and theoretically proves that Hofstede’s collectivism dimension appropriately profiles the dominant in-group cultural context of the indigenous people of Abia State, Nigeria. The findings of this research show its practical usefulness by identifying the need for communication, enlightenment and awareness programs, and practical demands for strategic approaches to marketing healthcare products within the communities. Policy-wise, the implication is the urgent demand to moderate beliefs and norms of the group by devising stringent measures for clinical laboratory tests of the traditional drugs and stiff penalties for defaulters of traditional healthcare product vendors and producers.

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Cross-cultural factors in international branding

Cited by 10 publications

References 107 publications

Regions and trademarks: research opportunities and policy insights from leveraging trademarks in regional innovation studies

Regions and trademarks: research opportunities and policy insights from leveraging trademarks in regional innovation studies

Selling the past. The use of history as a marketing strategy in Spain, 1900-1980

Consumer health knowledge: cultural norms and marketing of healthcare products

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