본문 바로가기
KERD
논문KCI 등재

Managing a global brand in diverse cultural contexts: the case of LG Electronics’ advertising strategy in the United Kingdom and Russia

Alexei V. Matveev|Miwa Y. Merz|Dinara I. Nurgaleeva
한국마케팅과학회 (Korean Scholars of Marketing Science)|2012.06|Journal of Global Scholars of Marketing Science(마케팅과학연구) (全球营销科学学报)|제22권 제3호|pp. 260-275|DOI http://dx.doi.org/10.1080/21639159.2012.699217

0

조회

0

다운로드

2

인용

0

참고문헌

키워드

United KingdomRussian Federation英国LG Electronicsbrand management品牌管理俄罗斯standardized and differentiated strategies标准化与差异化战略LG 电子
주제분류경영학

초록

Effective brand management is vital for building the necessary bond between an organization and its consumers. LG Electronics serves as a notable example of a global company that effectively communicates its brand in diverse markets. This study focuses on the remarkable case of LG Electronics’ LCD Monitors and plasma TV screens to highlight critical elements of effective brand management across the different cultural contexts of the United Kingdom and the Russian Federation. The findings reveal that LG Electronics standardizes part of its logo and slogan in both cultures. However, the company uses different communication strategies in the UK and Russia. Specifically, LG uses a differentiated strategy with regard to both the visual and the written components of its high-involvement print advertisements. However, it uses a mixed strategy of standardized visual and differentiated written components in its low-involvement TV advertisements. These differences in LG Electronics’ print and TV advertisement strategies in two diverse cultures augment contemporary brand management research.

Abstract

Effective brand management is vital for building the necessary bond between an organization and its consumers. LG Electronics serves as a notable example of a global company that effectively communicates its brand in diverse markets. This study focuses on the remarkable case of LG Electronics’ LCD Monitors and plasma TV screens to highlight critical elements of effective brand management across the different cultural contexts of the United Kingdom and the Russian Federation. The findings reveal that LG Electronics standardizes part of its logo and slogan in both cultures. However, the company uses different communication strategies in the UK and Russia. Specifically, LG uses a differentiated strategy with regard to both the visual and the written components of its high-involvement print advertisements. However, it uses a mixed strategy of standardized visual and differentiated written components in its low-involvement TV advertisements. These differences in LG Electronics’ print and TV advertisement strategies in two diverse cultures augment contemporary brand management research.

참고문헌 (66)

  1. Aaker, D. A., "Building strong brands" (1995), Free Press
  2. Aaker, D. A., "The need for strategic flexibility", Journal of Business Strategy, 5, pp.82~ (1984)
  3. Aaker, D. A., "The lure of global branding", Harvard Business Review, 77, pp.137~144 (1999)
  4. Aaker, J. L., "Dimensions of brand personality", Journal of Marketing Research, 34, pp.347~356 (1997)
  5. Aaker, J. L., "When good brands do bad", Journal of Consumer Research, 31, pp.1~18 (2004)[DOI]
  6. David Ackerman, "‘We’ or ‘Me’ consumer goods: a cross-national look at self-construal and gender in product choice", Journal of Global Scholars of Marketing Science(마케팅과학연구), 22(1), pp.70~82 (2012), 한국마케팅과학회[DOI]
  7. Alden, D. L., "Brand positioning through advertising in Asia, North America, and Europe: The role of global consumer culture", Journal of Marketing, 63, pp.75~87 (1999)
  8. Alden, D. L., "Consumer attitudes toward marketplace globalization: Structure, antecedents and consequences", International Journal of Research in Marketing, 23, pp.227~239 (2006)[DOI]
  9. Arnould, E., "Consumer Culture Theory (CCT): Twenty years of research", Journal of Consumer Research, 31, pp.868~882 (2005)[DOI]
  10. Bengtsson, A., "How global brands travel with consumers: An examination of the relationship between brand consistency and meaning across national boundaries", International Marketing Review, 27, pp.519~540 (2010)[DOI]
  11. Cayla, J., "A cultural approach to branding in the global marketplace", Journal of International Marketing, 16, pp.88~114 (2008)[DOI]
  12. Chen, G. -M., "Foundations of intercultural communication" (1998), Allyn and Bacon
  13. 조창환, "Korean vs. American Corporate Websites : Interactivity, Comparative Appeals and Use of Technology", Journal of Global Scholars of Marketing Science(마케팅과학연구), 11(11), pp.79~101 (2003), 한국마케팅과학회[DOI]
  14. "Fortune: Global 500" (2012)[URL]
  15. "“Open happiness” and enjoy life’s simple pleasures with Coca-Cola" (2009)[URL]
  16. Cutler, B. D., "The visual component of print advertising: A five country analysis", European Journal of Marketing, 26, pp.7~20 (1992)[DOI]
  17. Defour, R., "Matching words to concepts in two languages: A test of the concept mediation model of bilingual representation", Memory & Cognition, 23, pp.166~180 (1995)
  18. Durgunoglu, A. Y., "Test differences in accessing bilingual memory", Journal of Memory and Language, 26, pp.377~391 (1987)
  19. Edell, J., "The information processing of pictures in print advertisements", Journal of Consumer Research, 10, pp.45~61 (1983)
  20. Flyvbjerg, B., "Five misunderstandings about case-study research", Qualitative Inquiry, 12, pp.219~245 (2006)[DOI]
  21. Wolfgang Fritz, "Marketing Standardization and Firm Performancein International E-Commerce", Journal of Global Scholars of Marketing Science(마케팅과학연구), 19(3), pp.37~48 (2009), 한국마케팅과학회[DOI]
  22. Ger, G., "I’d like to buy the world a Coke: Consumptionscapes in a less affluent world", Journal of Consumer Policy, 19, pp.271~304 (1996)
  23. Gorn, G. J., "The effect of music in advertising on choice behavior: A classical conditioning approach", Journal of Marketing, 46, pp.94~101 (1982)
  24. Hall, E. T., "Beyond culture" (1976), Anchor Press
  25. Hall, E. T., "The dance of life: The other dimension of time" (1983), Doubleday
  26. Hofstede, G., "Culture consequences: International differences in work-related values" (1980), Sage
  27. Hofstede, G., "National cultures in four dimensions", International Studies of Management and Organization, 13, pp.46~74 (1983)
  28. Hofstede, G., "Cultures and organizations: Software of the mind" (1991), McGraw-Hill
  29. Holt, D. B., "How global brands compete", Harvard Business Review, 82, pp.68~75 (2004)
  30. Javidan, M., "Cultural acumen for the global manager: Lessons from project GLOBE", Organizational Dynamics, 29, pp.289~305 (2001)
  31. Jiang, N., "Cross-language priming asymmetries in lexical decision and episodic recognition", Journal of Memory and Language, 44, pp.32~51 (2001)[DOI]
  32. Johar, G. V., "Two roads to updating brand personality impressions: Trait versus evaluative inferences", Journal of Marketing Research, 42, pp.458~469 (2005)
  33. "100 best global brands: The great trust offensive" (2009)[URL]
  34. Kim, M. -S., "A study on the marketing strategy establishment for the competitive advantage", Journal of Global Academy of Marketing Science, 3, pp.235~251 (1999)[DOI]
  35. 김영이, "Relationship between brand personality and the personality of consumers, and its application to corporate branding strategy", Journal of Global Scholars of Marketing Science(마케팅과학연구), 18(3), pp.27~55 (2008), 한국마케팅과학회[DOI]
  36. Kroll, J. F., "Category interference in translation and picture naming: Evidence for asymmetric connections between bilingual memory representations", Journal of Memory and Language, 33, pp.149~174 (1994)
  37. Lai, F., "How quality, value, image, and satisfaction create loyalty at a Chinese telecom", Journal of Business Research, 62, pp.980~986 (2009)[DOI]
  38. "LG Electronics completes construction of Russian plant" (2006)[URL]
  39. "Call for entries: LG announces design the future competion" (2009)[URL]
  40. "Brand identity" (2012)[URL]
  41. "Our brand" (2012)[URL]
  42. Luna, D., "Moderators of language effects in advertising to bilinguals:A psycholinguistic approach", Journal of Consumer Research, 28, pp.284~295 (2001)[DOI]
  43. Malaviya, P., "Ad repetition in a cluttered environment:The influence of type of processing", Psychology and Marketing, 99(118) (1999)
  44. C., "International advertising strategy: A review, reassessment, and recommendation", Management Decision, 42, pp.863~881 (2004)[DOI]
  45. Merz, M. A., "A categorization approach to analyzing the global consumer culture debate", International Marketing Review, 25, pp.166~182 (2008)[DOI]
  46. Merz, M. A., "The evolving brand logic: A service-dominant logic perspective", Journal of the Academy of Marketing Science, 37, pp.328~344 (2009)[DOI]
  47. Milas, G., "Brand personality and human personality: Findings from ratings of familiar Croatian brands", Journal of Business Research, 60, pp.620~626 (2007)[DOI]
  48. Moon, J., "Corporate image effects on consumers’ evaluation", Journal of Global Academy of Marketing Science, 17, pp.21~37 (2010)[DOI]
  49. Moon, J., "Culture, product type, and price influences on consumer purchase intention to buy personalized product online", Journal of Business Research, 61, pp.31~39 (2008)[DOI]
  50. Moore, M., "The marketing revolution of Tim Tebow:A celebrity endorsement case study", Innovative Marketing, 7, pp.17~25 (2011)
  51. O¨ zsomer, A., "Global brand purchase likelihood: A critical synthesis and an integrated conceptual framework", Journal of International Marketing, 16, pp.1~28 (2008)[DOI]
  52. O¨ zsomer, A., "Marketing standardisation by multinationals in an emerging market", European Journal of Marketing, 25, pp.50~64 (1991)[DOI]
  53. Park, C., "Consumer response to television commercials: The impact of involvement and background music on brand attitude formation", Journal of Marketing Research, 23, pp.11~24 (1986)
  54. Peng, N., "Consumer perspectives of cultural branding: The case of Burberry in Taiwan", Journal of Brand Management, 19, pp.318~330 (2012)[DOI]
  55. Peracchio, L. A., "Using stylistic properties of ad pictures to communicate with consumers", Journal of Consumer Research, 32, pp.29~40 (2005)[DOI]
  56. Punj, G., "Positioning options for achieving brand associations: A psychological cauterization framework", 55, pp.275~283 (2002)
  57. Reibstein, D., "Learning by doing", International Journal of Marketing Education, 1, pp.1~15 (2005)
  58. Ritzer, G., "Rethinking globalization: Glocalization", grobalization and something, Sociological Theory, pp.2003, 21[DOI]
  59. Sentis, K., "Brand personality and self, In Advertising and consumer psychology, Vol. 3", pp.132~148 (1986), Praeger Publishers
  60. Spais, G., "Strengthening event study methodology to the promotion management field based on Flyvbjerg’s methodological guidelines on critical case study", Innovative Marketing, 6, pp.8~32 (2010)
  61. Spais, G., "An activity system as a behavioristic framework for the elaboration of promotion techniques", Journal of Applied Business Research, 27, pp.9~31 (2011)
  62. Steenkamp, J. B., "How perceived brand globalness creates brand value", Journal of International Business Studies, 34, pp.53~65 (2003)[DOI]
  63. Supphellen, M., "Building foreign brand personalities in Russia: The moderating effect of consumer ethnocentrism", International Journal of Advertising, 22, pp.203~226 (2003)
  64. Vargo, S. L., "Evolving to a new dominant logic for marketing", Journal of Marketing, 68, pp.1~17 (2004)
  65. Wang, S. -L. A., "The effect of identical versus varied advertising and publicity messages on consumer response", Journal of Marketing Communications, 12, pp.109~203 (2006)[DOI]
  66. Zvobgo, M., "Drivers of globally integrated marketing communications: A review of literature and research propositions", Journal of Promotion Management, 17, pp.1~20 (2011)[DOI]

관련 논문AI추천

A Cross-Cultural Study of Advertising Appeals in Domestic and Foreign Markets: A Content Analysis of YouTube정인식, 조진완, 조효은, 최연정한국국제경영학회 · 국제경영연구2022 · 제33권 제2호글로벌 포지션닝 광고의 이용 상황과 특성: TV 광고를 중심으로이철한국소비자학회 · 소비자학연구2002 · 제13권 제4호Case Studies on Cultural Differences in TV Advertising: Focus on South Korea and USA배경미, 최원준사단법인 인문사회과학기술융합학회 · 예술인문사회 융합 멀티미디어 논문지2018 · 제8권 제11호Can We Establish Consumer Cultural Positioning Through Print Advertising in the Developing Markets? A Content Analysis of Advertising in Chinese Women’s Magazines이동일, 이용기, Dong-xin Li, Mitch Griffin경영연구소 · Seoul Journal of Business2011 · 제17권 제1호A Cross-Cultural Comparison of Emotional Appeals in Advertising구진경, 임승희한국상품학회 · 상품학연구2016 · 제34권 제2호Brand Semiosis: Towards the Semiotics of Brand김성도국제언어인문학회 · 인문언어2007 · 제9호

이 간행물의 다른 논문 (4건)

Effects of life status changes on changes in consumer preferencesGeorge P. Moschis, Fon Sim Ongpp. 195-217Experiential approach to the determinants of online word-of-mouth behavior윤성준, 한희은pp. 218-234Religious doctrinal commitment: the search for influences on brand and store switching behaviors in South KoreaROSS COREYALLEN, 신종국, 박민숙pp. 235-248Effect of cause-related marketing for green practices in the hotel industry최영균, 함선옥pp. 249-259
원문 보기