Journal of Business and Management

Journal of Business and Management

ISSN: 2291-1995 (Print)    ISSN: 2291-2002 (Online)

Volume 3 (2014), No. 4, Pages 40-47

DOI: 10.12735/jbm.v3i4p40

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Influence of Cultural Factors for Global Brand Management

Gehan D. Shanmuganathan1 

1Business Center, Wells College, Aurora, New York, USA


To Cite this Article     Article Views: 1582     Downloads: 709  Since January, 2015


This study tested a theoretical model that includes nine factors hypothesized to exert significant influence on effective global brand management. These influencing factors include values, beliefs, attitudes, education, religion, myths, colors, taste, and rituals. A sample population of 75 (n=75) respondents were surveyed from 30 multinational companies from seven different industries: pharmaceutical, leisure, fast food, financial, technology, telecommunication, and consumer goods to measure the degree of influence of the nine factors on global brand management. Cronbach Alpha supported the reliability (.827). SPSS was used to run regression and partial correlation. The model is well-fitting the data, given the number of variables and data points. The results suggest Consideration of Culture to Effective Global Brand Management correlated positively. All three hypotheses were supported with a positive correlation value. However, third hypothesis was nullified due to different partial correlation values. Understanding the influence of cultural elements (perspectives) on global brand management should be of interest and value for managers who can, in return, focus on applying the findings for effective global brand management.

JEL Classifications: L1, M3

Keywords: global brand management, culture, and cultural elements

To Cite this Article: Shanmuganathan, G. D. (2014). Influence of cultural factors for global brand management. Journal of Business and Management, 3(4), 40-47.

Copyright © Gehan D. Shanmuganathan

Creative Commons License
This article is published under license to Science and Education Centre of North America. This is an Open Access article distributed under the terms of the Creative Commons Attribution 4.0 International License.

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Influence of Cultural Factors for Global Brand Management