Intercultural Perception of Brand Image for Smartphone Producer

Abstract

More and more companies choose to go global nowadays. Their product and service are reaching new heights everyday due to continuous improvement of advanced technology. However, it is also more difficult for company to differentiate its products from competitors’ as competition getting more intensive. The thesis is therefore taking a case study and research on China’s top smartphone vendor Huawei to investigate the factors that may influence consumers’ perception of the smartphone brand based on the cross-cultural dimensions. A preliminary qualitative study was conducted based on total 30 telephone/face-to-face interviews with respondents from China and Czech Republic, followed by a questionnaire survey digging more details into the research problem. The findings of the research provide several marketing managerial implications that can help to improve the brand awareness and perception of brand image in terms of cross-cultural branding.