The Influence of Culture and Biographical Variables on the Brand Image of Google and Baidu: An Exploratory Study in Guangzhou,China

The study found significant correlations between the culture dimensions of Confucian work dynamism, human - heartedness and moral discipline and the brand image dimensions of online search engines. It was also found that several significant relationships exist between the biographical variables of age and education and the brand image dimensions, and that culture and bi- ographical variables have a linear relationship with brand image. The findings highlight that culture and biographical information can influence Chinese consumer perceptions of an international or local brand. Organizations thus need to align their brands with the culture and biographical profile of their target markets.

The Influence of Culture and Biographical Variables on the Brand Image of Google and Baidu.. An Exploratory Study in Guangzhou,China

The study found significant correlations between the culture dimensions of Confucian work dynamism,humanheartedness and moral discipline and the brand image dimensions of online search engines.It was also found that several significant relationships exist between the biographical variables of age and education and the brand image dimensions,and that culture and biographical variables have a linear relationship with brand image.The findings highlight that culture and biographical information can influence Chinese consumer perceptions of an international or local brand.Organizations thus need to align their brands with the culture and biographical profile of their target markets.