Jennifer L. Stoner

Managing Cultural Equity: A Theoretical Framework for Building Iconic Brands in Globalized Markets

Abstract Purpose To introduce the concept of cultural equity and provide a theoretical framework for managing cultural equity in multi-cultural markets. Methodology/approach Recent research on the social psychology of globalization, cross-cultural consumer behavior, consumer culture, and global branding is reviewed to develop a theoretical framework for building, leveraging, and protecting cultural equity. Findings Provides an actionable definition for a brand’s cultural equity, discusses consumer responses to brands that relate to cultural equity, identifies the building blocks of cultural equity, and develops a framework for managing cultural equity. Research limitations/implications Research conducted mainly in large cities in North and South America, Europe, the Middle East, and East Asia. Generalizations to less developed parts of the world might be limited. Practical implications A very useful theoretical framework for managers interested in building cultural equity into their brands and for leveraging this equity via new products and the development of new markets. Originality/value The paper integrates past findings across a variety of domains to develop a parsimonious framework for managing cultural equity in globalized markets.

The asymmetric effect of portfolio and image abstractness

This research distinguishes between abstract brand concepts built through the development of diverse product portfolios (i.e. portfolio abstractness) and those built through establishing human-like images (i.e. image abstractness), and investigates the joint effect of the two types of brand abstractness on building brand equity.,The three studies presented use experimental design with participants in a laboratory setting and members of an online participant panel.,Three studies demonstrate that while building abstractness by expanding a brand’s product portfolio can generate favorable brand evaluations, this positive effect is marginal compared to when the brand is imbued with human-like characteristics. Furthermore, the favorable effects on brand equity because of abstractness associated with a human-like brand image are evident in protection from brand dilution in the face of negative publicity.,The findings suggest that a consideration of different forms of abstractness is key to unlocking the complexities of understanding customer-based brand equity.,This research shows that although building abstractness through a diversified product portfolio or a symbolic, human-like brand image can favorably impact customer-based brand equity (i.e. attitudes and responses to negative publicity), the former strategy has a marginal effect compared to the latter.,This is the first research to conceptualize brand abstractness as stemming from broad portfolios or from human-like brand images. Additionally, it provides a holistic understanding of how these two forms of abstractness jointly influence brand evaluations and responses to negative publicity.

The Cultural Meaning of Brands

In this monograph, we introduce a conceptual framework to understand: (1) How globalization is changing the marketplace and the way consumers bring cultural meanings and identities to the fore of their minds, (2) the mechanisms by which brands acquire cultural meanings (i.e., from simple country-(or region-)-of-origin associations to the more complex enactment of cultural authority), (3) the tools that marketers have to purposefully imbue brands with cultural meanings that can resonate with culturally-diverse consumers (i.e., the tools to create cultural equity), and (4) how consumers respond to the cultural meanings in brands for fulfilling their goals.