Transcription of The Hofstede model
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The Hofstede model
The Hofstede modelApplications to global branding andadvertising strategy and researchMarieke de Mooij and Geert HofstedeRecent years have seen inereasing interest in the consequences of culture for global mar-keting and advertising. Many recent studies point at the necessity of adapting brandingand advertising strategies to the culture of the eonsumer. In order to understand culturaldifferences, several models have been developed of which the Hofstede model is themost used. This article describes elements of this model that are most relevant to brand-ing and advertising, and reviews studies that have used the model for aspcxts of inter-national branding and for advertising research. It provides some cautious remarks aboutapplying the model . Suggestions for more cross-cultural research are study of culture for understanding global advertising results from theglobal-local dilemma: whether to standardise advertising for efficiencyreasons or to adapt to local habits and consumer motives to be recently have studies included performance criteria and several havedemonstrated that an adaptation strategy is more effective (Dow 2005;Calantone etal.)
Jul 08, 2015 · and advertising strategies to the culture of the eonsumer. In order to understand cultural differences, several models have been developed of which the Hofstede model is the most used. This article describes elements of this model that are most relevant to brand-ing and advertising, and reviews studies that have used the model for aspcxts of inter-
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