Differences between American and Indian consumers' visual images

Datos Bibliográficos

ID20501351
AutoresNeha Patel (0000-0002-5306-4337, Universitat de València), Natalia Vila-López (0000-0001-9438-3337, Universitat de València), Natalia Vila‐López, Inés Küster Boluda (0000-0002-8688-9175, Universitat de València), Ines Kuster‐Boluda
Año2013
Volumen20
Número1
Páginas50-67
Fecha de publicación2013-02-01
Peer ReviewedSí
Open AccessSí
TipoARTICLE
RevistaCross Cultural Management An International Journal (JOURNAL)
Identificadores de la revistaISSN: 1352-7606 • E-ISSN: 1758-6089
EditorialEmerald (PUBLISHER)
DOI10.1108/13527601311296256
OpenAlexW2038692810
IdiomaEN
Referencias citadas39

Purpose A company's corporate image is very important and it can be conveyed through visual images. In order to provoke interest and grasp attention, visual application is an important communication process. The purpose of this paper is to explore the cultural aspects that affect consumers' interpretation of visual communication in terms of corporate imaging/branding through electronic images on the internet. Specifically two different countries' cultures are being compared: the United States and India. Design/methodology/approach Web images of 30 brands, selected from a list of top 100 brands have been chosen and compared in both scenes. Findings The results show that some differences really do exist, especially regarding illustrations, groups of people and information in the visual image. Research limitations/implications There are additional sub‐cultures in both countries. Future research could take these sub‐cultures into consideration. Practical implications Marketing managers should take cultural aspects into consideration when developing virtual marketing campaigns because culture does matter when it comes to visual images as not every culture prefers the same types of visual appeals. Additionally, by adapting visual images to cultures a company will be able to clearly identify its target group and can be assured that the right audience is being reached. Originality/value Much research has been done on examining Western countries such as the United States and the United Kingdom with Asian countries such as China and Japan, but not with India

Advertising · Business · Developing country · Economic growth · Economics · Geography · Originality · Political science · Public relations · Sociology · The Internet · Visual approach · Visual arts · Visual Communication · Visual culture · Visual research · World Wide Web · Color perception and design · Computer Science · Consumer Behavior in Brand Consumption and Identification · Consumer Packaging Perceptions and Trends · Psychology · Social Psychology · Marketing