Centres Of Excellence

To focus on new and emerging areas of research and education, Centres of Excellence have been established within the Institute. These ‘virtual' centres draw on resources from its stakeholders, and interact with them to enhance core competencies

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Faculty

Faculty members at IIMB generate knowledge through cutting-edge research in all functional areas of management that would benefit public and private sector companies, and government and society in general.

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IIMB Management Review

Journal of Indian Institute of Management Bangalore

IIM Bangalore offers Degree-Granting Programmes, a Diploma Programme, Certificate Programmes and Executive Education Programmes and specialised courses in areas such as entrepreneurship and public policy.

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About IIMB

The Indian Institute of Management Bangalore (IIMB) believes in building leaders through holistic, transformative and innovative education

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Cultural Dimensions and International Marketing

Volume 15, Number 3 Article by Vipin Gupta September, 2003

Cultural Dimensions and International Marketing :

Vipin Gupta looks at the relationship between culture and brand image and proposes that dimensions of culture can be systematically used to diagnose and bridge culture gaps that arise while trying to transfer a standardised global brand image into other cultures. Using the GLOBE framework of cultural dimensions, and its findings on India and the rest of the world, a practical application of how to assess brand image effectiveness in international marketing is provided. The GLOBE framework makes the following brand propositions about India: the brands perceived to be foreign enjoy a high class but a low mass appeal in India, a more positive image among Indian consumers in the low involvement product categories, are more likely to succeed if they support a balanced work-family life self-concept of women, in situations where the consumers have a high discretionary income and if they enhance the customer’s citizenship behaviour. Taken together, the propositions offer directions on how an international marketer could enhance the brand image effectiveness, and go beyond just a class appeal in India.

Reprint No 03306c