Cross-cultural Analysis Of Consumers' Understanding Of Apple's Brand Meaning

In a search to find what brands signify to customers,the reason they are attached and have passion towards brands and what benefits brands offer them,experts,and business scholars have studied and recognised many comprehensive notions.In spite of the excessive work of literature on this subject,the query regarding what brands truly signify to customers yet is left pending.Concurrently,one more significant area of study demonstrates that even with great globalisation,the cultures of diverse nations remains heterogeneous;also,since customers vary cross-culturally,a further thought-provoking query develop;which is,is it conceivable for a brand to obtain an internationally exclusive meaning?Considering these twofold study areas,the present study intents to determine,initially,what brands truly signify to customers and accordingly to find the notion of brand meaning;then next,to examine if brand meaning is persistent across cultures or influenced by culturally established values,wants and fundamental expectations.A sequence of in-depth interviews,made up of international candidates,gave information and facts to conceptualise brand meaning as an established mental reasoning and emotional experience-based brand affiliations.A questionnaire distributed to a culturally diverse constituent of participants gave evidence to accept the hypothesis that brand meanings can be similar and or constant across cultures.