The impact of differences in consumer cultural values on the global communication of local brands
LIU JIAQI1  LIAO ZHIXIONG2*

1 Philippine Christian University, Manila Philippines, 1004；

2 Philippine Christian University, Manila  Philippines, 1004；

Abstract: This study examines how consumer cultural value differences impact local brands' global communication strategies. Using Hofstede’s dimensions and Inglehart–Welzel’s cultural map, it reveals cultural variations in responses to brand elements, shaped by identity, ethnocentrism, and proximity. It discusses standardization, localization, and glocalization strategies, highlighting how cultural traits like individualism and uncertainty avoidance moderate their effectiveness. In digital contexts, local brands must adapt messaging for cultural resonance on social media. The study concludes that effective global branding requires cultural sensitivity and strategic flexibility to balance local relevance with global consistency.

Keywords: Consumer cultural values, Local brand globalization, Cultural adaptation, Standardization and, localization strategies, Glocalization

References

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