Francisco Guzmán, Audhesh K. Paswan, (2009). Cultural Brands from Emerging Markets: Brand Image Across Host and Home Countries. Journal of International Marketing: Vol. 17, No. 3, pp. 71-86.
doi: 10.1509/jimk.17.3.71

Cultural Brands from Emerging Markets: Brand Image Across Host and Home Countries

Francisco Guzmán, 1

1Assistant Professor of Marketing, Department of Marketing and Logistics, College of Business, University of North Texas.


Francisco Guzmán (PhD, Universitat Ramon-Llull ESADE) is Assistant Professor of Marketing in the Department of Marketing and Logistics at the University of North Texas. His research focuses on branding, corporate social responsibility, and new product development. His work has been published in journals such as Journal of Marketing Management, Journal of Brand Management, and Harvard Business Review América Latina. He is a visiting professor both at ESADE in Barcelona and at Monterrey Institute of Technology in Mexico.

Audhesh K. Paswan2

2Associate Professor of Marketing, Department of Marketing and Logistics, College of Business, University of North Texas.


Audhesh K. Paswan (PhD, University of Mississippi) is Associate Professor of Marketing in the Department of Marketing and Logistics at the University of North Texas. His research focuses on branding in an international context, country branding, franchising, channels, services marketing, innovation, and new product development. His work has been published in journals such as Journal of Marketing, Journal of Retailing, Journal of Business Research, Journal of Services Marketing, Journal of Brand Management, and Journal of Product and Brand Management.



Abstract

Cultural brands embody a sum total of a group's cultural identity, including a surrounding myth, a tie to its cultural roots, and associations of its past and aspired future. The authors focus on two cultural brands from Mexico and analyze whether their brand images remain consistent when they cross the border into the United States. Data were collected from random samples drawn from Mexico City and the Latino community (of Mexican descent) in the Dallas–Fort Worth area. Respondents were asked to evaluate two television media brands using a brand personality scale. The results indicate that the association between the brand personality dimensions and the cultural brands from Mexico is stronger among Latinos residing in the Dallas–Fort Worth area than among their counterparts in Mexico City. This study contributes to brand personality literature and presents an important insight into the brand image of cultural brands from emerging markets.

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