Brand Image Communication through Multicultural

Thomas C. Blair, Jia Yu Wu, Shang Chia Chiou, Shiann Far Kung, Meng Dar Shieh

Research output: Contribution to journalArticlepeer-review


Today's our world is completely different in compared with ten years ago. Spending a few minutes look at ad, you will find it simply too difficulty to pick between the reason why, and image it advertising. Thereby, in this study were examines the role of brand image communication, how it developing cross-cultures and genders. We intending to answer the following questions: 1) To what extent the brand communication effect consumer attitude towards the brand? 2) What are the relevant dimensions of brand image and how are they interrelated? 3) How does brand establish the symbol between the cognitive drivers of consumers and its brand image? The results show two import findings: First, the ad's attitude must be positive. Second, it must select meaningful and right culture symbols. But, nevertheless, it depends on the fact such as; audience, culture, and personal preference in the given place, time and environment.

Original languageEnglish
Pages (from-to)85-98
Number of pages14
JournalInternational Journal of Knowledge, Culture and Change Management
Issue number3
Publication statusPublished - 2012 Jan 1

All Science Journal Classification (ASJC) codes

  • Strategy and Management

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