Cultural Differences in the Perception of Luxury Brand : a Study of Luxury Brand in Japan, France and Finland
Sahlström, Emilie (2025)
2025
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-202505069531
https://urn.fi/URN:NBN:fi:amk-202505069531
Tiivistelmä
This research was conducted to better understand how cultural differences are taken into account in marketing strategies. This study explores how luxury brand adapts its marketing strategies across three culturally distinct markets which were France, Japan and Finland.
The theoretical framework explores knowledge about brands, marketing and culture. Hofstede’s cultural dimensions theory serves as a key framework to understand the cultural differences between the countries as well as the luxury brand’s advertising choices.
The study was done by using secondary qualitative data and thematic analysis to see how the luxury brand incorporates cultural values into its marketing through elements such as visual style, language, celebrity endorsements, and localized campaigns.
The findings show the luxury brand maintains a consistent global brand identity it strategically adapts advertising to align with local cultural norms especially in Japan and France. In Finland more global marketing approach was followed with minimal localization, reason likely due to the smaller market size. These insights gained may be valuable for other luxury brands aiming to expand internationally in culturally sensitive and effective ways.
The theoretical framework explores knowledge about brands, marketing and culture. Hofstede’s cultural dimensions theory serves as a key framework to understand the cultural differences between the countries as well as the luxury brand’s advertising choices.
The study was done by using secondary qualitative data and thematic analysis to see how the luxury brand incorporates cultural values into its marketing through elements such as visual style, language, celebrity endorsements, and localized campaigns.
The findings show the luxury brand maintains a consistent global brand identity it strategically adapts advertising to align with local cultural norms especially in Japan and France. In Finland more global marketing approach was followed with minimal localization, reason likely due to the smaller market size. These insights gained may be valuable for other luxury brands aiming to expand internationally in culturally sensitive and effective ways.