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Brand Image Communication through Multicultural

By Thomas C. Blair, Jia-yu Wu, Shang-chia Chiou, Shiann-Far Kung and Meng-Dar Shieh.

Published by The Organization Collection

Today’s our world is completely different in compared with ten years ago. Spending a few minutes look at ad, you will find it simply too difficulty to pick between the reason why, and image it advertising. Thereby, in this study were examines the role of brand image communication, how it developing cross-cultures and genders. We intending to answer the following questions: 1) To what extent the brand communication effect consumer attitude towards the brand? 2) What are the relevant dimensions of brand image and how are they interrelated? 3) How does brand establish the symbol between the cognitive drivers of consumers and its brand image? The results show two import findings: First, the ad’s attitude must be positive. Second, it must select meaningful and right culture symbols. But, nevertheless, it depends on the fact such as; audience, culture, and personal preference in the given place, time and environment.

International Journal of Knowledge, Culture and Change Management, Volume 11, Issue 3, pp.85-98. Article: Print (Spiral Bound). Article: Electronic (PDF File; 964.101KB).

Thomas C. Blair

Department Industrial Design & Graduate School of Design, National Cheng Kung University, National Yunlin University of Science & Technology, Douliou, Yunlin, Taiwan

Jia-yu Wu

Department of Applied Foreign Languages, National Yunlin University of Science and Technology, Dou-liu, Yunlin, Taiwan

Prof. Shang-chia Chiou

Professor, Department of Architecture and Interior Design, National Yunlin University of Science & Technology, Yun lin, Yunlin, Taiwan

Dr. Shiann-Far Kung

Department of Industrial Design, National Cheng Kung University, Tainan, Yunlin, Taiwan

Dr. Meng-Dar Shieh

Ph.D. Associate Professor, Department of Industrial Design, National Cheng Kung University, Tainan, Yunlin, Taiwan