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Cross-cultural impact on financial companies’ online brand personality

Cross-cultural impact on financial companies’ online brand personality The purpose of this paper is to investigate Chinese and American financial companies’ distinct brand personality indicators shown through culturally based linguistic features online. The potential correlation between culturally oriented brand personalities and companies’ financial performance is also examined.Design/methodology/approachThis study employs computerized content analyses to examine the cross-cultural differences among 28 American and Chinese financial companies’ online communication based on Aaker’s brand personality framework.FindingsThe findings reveal that despite some similarities, there are significant differences between the frequencies and patterns of brand personality indicators on American and Chinese websites, which demonstrate the connection between the companies’ linguistic preferences with their different cultural backgrounds. It also proves that there could be significant relationship between financial companies’ corporate brand (CB) personality expressions and their financial performance, and US financial companies’ revenues are more closely correlated with brand personality dimensions than Chinese companies’.Practical implicationsThe necessity for cross-cultural adaptation of CB personality is verified in this study. Chinese international companies may have a big room to improve their online corporate communication. Similarly, foreign companies who intend to enter into Chinese market may think about laying emphasis on their personality indicators of competence in their online corporate communication.Originality/valueThis research is among the first to utilize a corpus-based analytical tool to conduct content analyses of financial companies’ online brand personalities, in addition to empirically validate the correlations between companies’ brand personality indicators and financial performance. The study enriches the literature on online marketing communication, draws attention to the connection between cultural differences and linguistic preferences in CB personality construction and emphasizes the importance of making appropriate cross-cultural adaptation in online corporate communication. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Marketing Intelligence & Planning Emerald Publishing

Cross-cultural impact on financial companies’ online brand personality

Marketing Intelligence & Planning , Volume 37 (5): 15 – Jul 19, 2019

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Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
0263-4503
DOI
10.1108/mip-06-2018-0233
Publisher site
See Article on Publisher Site

Abstract

The purpose of this paper is to investigate Chinese and American financial companies’ distinct brand personality indicators shown through culturally based linguistic features online. The potential correlation between culturally oriented brand personalities and companies’ financial performance is also examined.Design/methodology/approachThis study employs computerized content analyses to examine the cross-cultural differences among 28 American and Chinese financial companies’ online communication based on Aaker’s brand personality framework.FindingsThe findings reveal that despite some similarities, there are significant differences between the frequencies and patterns of brand personality indicators on American and Chinese websites, which demonstrate the connection between the companies’ linguistic preferences with their different cultural backgrounds. It also proves that there could be significant relationship between financial companies’ corporate brand (CB) personality expressions and their financial performance, and US financial companies’ revenues are more closely correlated with brand personality dimensions than Chinese companies’.Practical implicationsThe necessity for cross-cultural adaptation of CB personality is verified in this study. Chinese international companies may have a big room to improve their online corporate communication. Similarly, foreign companies who intend to enter into Chinese market may think about laying emphasis on their personality indicators of competence in their online corporate communication.Originality/valueThis research is among the first to utilize a corpus-based analytical tool to conduct content analyses of financial companies’ online brand personalities, in addition to empirically validate the correlations between companies’ brand personality indicators and financial performance. The study enriches the literature on online marketing communication, draws attention to the connection between cultural differences and linguistic preferences in CB personality construction and emphasizes the importance of making appropriate cross-cultural adaptation in online corporate communication.

Journal

Marketing Intelligence & PlanningEmerald Publishing

Published: Jul 19, 2019

Keywords: Brand personality; Cross-cultural communication; Corporate website; Corpus-based analysis; Linguistic preference

References