Brands as Means of Self-expression: A Cross-cultural Comparison

Abstract

This study investigates the self-expressive function of brands in four countries that represent different cultural dimensions. Survey data collected in France, Germany, South Korea, and the US support the proposition that cultural dimensions influence customers’ motive to use brands as means of self-expression. Additionally, in masculine countries it is more important for customers to use brands to express their ideal self-concept. Furthermore, in countries where power distance is high customers choose brands to show their desired social status. From the empirical results the authors derive implications for global brand management. They suggest the creation of a consistent brand personality across countries while – at the same time – allowing brand management to emphasize particular personality facets corresponding to different cultural orientations