The peculiarities of advertising perceptions by representatives of different cultures

Yana Zgurskaya

Master's thesis

Abstract:

The aim of the thesis is to identify the peculiarities of advertising perception across cultures and to assess the extent of these distinctions. The relevance of this theme is determined by the lack of a consensus on whether to use a standardized marketing strategy for entering the international arena or a strategy of adaptation to each market. The study used a qualitative research method to achieve the investigation's primary purpose. The qualitative method consisted of in-depth interviews with representatives of German, Swedish, Indian, and Kazakh cultures. Accordingly, during the content analysis of the collected data, it was concluded that there are distinctions between the advertising perceptions of representatives of different cultures. In addition, the characteristics and extent of these distinctions between cultures were determined. Finally, the dissertation provides recommendations for developing international marketing communication strategies based on the insights gained.

Abstract:

The aim of the thesis is to identify the peculiarities of advertising perception across cultures and to assess the extent of these distinctions. The relevance of this theme is determined by the lack of a consensus on whether to use a standardized marketing strategy for entering the international arena or a strategy of adaptation to each market. The study used a qualitative research method to achieve the investigation's primary purpose. The qualitative method consisted of in-depth interviews with representatives of German, Swedish, Indian, and Kazakh cultures. Accordingly, during the content analysis of the collected data, it was concluded that there are distinctions between the advertising perceptions of representatives of different cultures. In addition, the characteristics and extent of these distinctions between cultures were determined. Finally, the dissertation provides recommendations for developing international marketing communication strategies based on the insights gained.

Keywords

consumer behavior, International marketing, advertising perception, cultural dimensions, cross-cultural analysis

Keywords

cross-cultural analysis, cultural dimensions, advertising perception, consumer behavior, International marketing

Language used: English

Date on which the thesis was submitted / produced: 15. 5. 2023

Thesis defence

• Date of defence: 7. 6. 2023
• Supervisor: Radek Tahal
• Reader: Martin Machek

Vysoká škola ekonomická v Praze

Master programme:
Management