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Wang, Wei-Shien (2006) How Culture Influences the brand association in the United Kingdoms and Taiwan: a case study of L Oreal Paris. [Dissertation (University of Nottingham only)] (Unpublished)

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Abstract

Culture is one of the most influential factors in international marketing. This survey is designed to investigate the relationship between culture and consumers brand association in different countries by using L'Oreal Paris as a case study. Individualism and collectivism are used to be the measurement of culture. The United Kingdom and Taiwan are the representatives of these two cultures respectively. Setting hypotheses as consumers of the United Kingdom would put more emphasize on the non-product related attributes while consumers would pay more attention on the product related attributes in Taiwan.

Questionnaires were sent to the UK and Taiwan to explore the brand association of consumers in these countries in terms of strength, favourability, and uniqueness from both non-product related attributes and product related attributes. The results of hypotheses are computed by SPSS programme and further literature are provided to explain the possible reason lead to hypotheses rejected in Taiwan. Furthermore, recommendation for future survey and the limitation of this survey are also presented.

Item Type:	Dissertation (University of Nottingham only)
Keywords:	cosmetics,L'Oreal Paris,culture,brand association
Depositing User:	EP, Services
Date Deposited:	29 Nov 2006
Last Modified:	17 Mar 2018 12:10
URI:	https://eprints.nottingham.ac.uk/id/eprint/20620

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