How Culture Influences the brand association in the United Kingdoms and Taiwan: a case study of L Oreal Paris.
Culture is one of the most influential factors in international marketing. This survey is designed to investigate the relationship between culture and consumers brand association in different countries by using L'Oreal Paris as a case study. Individualism and collectivism are used to be the mea...
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| Format: | Dissertation (University of Nottingham only) |
| Language: | English |
| Published: |
2006
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| Online Access: | https://eprints.nottingham.ac.uk/20620/ |
| _version_ | 1848792106719510528 |
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| author | Wang, Wei-Shien |
| author_facet | Wang, Wei-Shien |
| author_sort | Wang, Wei-Shien |
| building | Nottingham Research Data Repository |
| collection | Online Access |
| description | Culture is one of the most influential factors in international marketing. This survey is designed to investigate the relationship between culture and consumers brand association in different countries by using L'Oreal Paris as a case study. Individualism and collectivism are used to be the measurement of culture. The United Kingdom and Taiwan are the representatives of these two cultures respectively. Setting hypotheses as consumers of the United Kingdom would put more emphasize on the non-product related attributes while consumers would pay more attention on the product related attributes in Taiwan.
Questionnaires were sent to the UK and Taiwan to explore the brand association of consumers in these countries in terms of strength, favourability, and uniqueness from both non-product related attributes and product related attributes. The results of hypotheses are computed by SPSS programme and further literature are provided to explain the possible reason lead to hypotheses rejected in Taiwan. Furthermore, recommendation for future survey and the limitation of this survey are also presented. |
| first_indexed | 2025-11-14T18:39:08Z |
| format | Dissertation (University of Nottingham only) |
| id | nottingham-20620 |
| institution | University of Nottingham Malaysia Campus |
| institution_category | Local University |
| language | English |
| last_indexed | 2025-11-14T18:39:08Z |
| publishDate | 2006 |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | nottingham-206202018-03-17T12:10:32Z https://eprints.nottingham.ac.uk/20620/ How Culture Influences the brand association in the United Kingdoms and Taiwan: a case study of L Oreal Paris. Wang, Wei-Shien Culture is one of the most influential factors in international marketing. This survey is designed to investigate the relationship between culture and consumers brand association in different countries by using L'Oreal Paris as a case study. Individualism and collectivism are used to be the measurement of culture. The United Kingdom and Taiwan are the representatives of these two cultures respectively. Setting hypotheses as consumers of the United Kingdom would put more emphasize on the non-product related attributes while consumers would pay more attention on the product related attributes in Taiwan. Questionnaires were sent to the UK and Taiwan to explore the brand association of consumers in these countries in terms of strength, favourability, and uniqueness from both non-product related attributes and product related attributes. The results of hypotheses are computed by SPSS programme and further literature are provided to explain the possible reason lead to hypotheses rejected in Taiwan. Furthermore, recommendation for future survey and the limitation of this survey are also presented. 2006 Dissertation (University of Nottingham only) NonPeerReviewed application/pdf en https://eprints.nottingham.ac.uk/20620/1/06MSclixwsw.pdf Wang, Wei-Shien (2006) How Culture Influences the brand association in the United Kingdoms and Taiwan: a case study of L Oreal Paris. [Dissertation (University of Nottingham only)] (Unpublished) cosmetics L'Oreal Paris culture brand association |
| spellingShingle | cosmetics L'Oreal Paris culture brand association Wang, Wei-Shien How Culture Influences the brand association in the United Kingdoms and Taiwan: a case study of L Oreal Paris. |
| title | How Culture Influences the brand association in the United Kingdoms and Taiwan: a case study of L Oreal Paris. |
| title_full | How Culture Influences the brand association in the United Kingdoms and Taiwan: a case study of L Oreal Paris. |
| title_fullStr | How Culture Influences the brand association in the United Kingdoms and Taiwan: a case study of L Oreal Paris. |
| title_full_unstemmed | How Culture Influences the brand association in the United Kingdoms and Taiwan: a case study of L Oreal Paris. |
| title_short | How Culture Influences the brand association in the United Kingdoms and Taiwan: a case study of L Oreal Paris. |
| title_sort | how culture influences the brand association in the united kingdoms and taiwan: a case study of l oreal paris. |
| topic | cosmetics L'Oreal Paris culture brand association |
| url | https://eprints.nottingham.ac.uk/20620/ |