全球品牌的國家文化向度

為什麼大多數全球品牌來自特定的已開發國家，而非大的國家經濟體。全球品牌是不是有特殊的國家文化模式？本研究目的在於發現全球品牌相關的國家文化因素。透過從INTERBRAND全球百大品牌的樣本研究，以霍夫斯坦Hofstede的國家文化觀點，發現其中權力距離（PDI）、個人主義（IDV）與長期導向等三大文化向度，與擅長打造全球品牌的國家有關。最後本文將此研究延伸實務應用與後續研究發現。

關鍵字

全球品牌；品牌管理；跨文化研究；文化向度

並列摘要

Only some countries could well known by global brands, but most of firms may envy to have one. Why most of global brands come from some particular developed countries, but not ranking by economics entities? Is there any special cultural formula within the global brand? The aims of this research are to investigate the national cultural factors associated with global branding? Based on the cross cultural studies for top 100 brands sample of Interbrand's best global brands 2013 shows that PDI, IDV and LTO dimension of Hofstede's model are associated with the global branding countries. Furthermore, the authors find that some key factors of national cultural dimension have positive or negative impact by different industries. Finally, discuss the implications of these finding for theory and practice implication.

並列關鍵字

global brand ； brand management ； national culture ； cultural dimension

參考文獻

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國際替代計量

全球品牌的國家文化向度

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