On the Review of Brand Culture: Components and Formation

چکیده مقاله

Culture is an important aspect of branding studies. There is a mutual relationship between culture and brands: While culture and cultural perspectives have strong effects on branding, brands also have serious effects on culture. The concept of ‘brand culture’ refers to the cultural codes developed by brands. Extant literature has extensively investigated the role of both brand and culture in management. However, prior research on culture has focused on national culture and organizational culture, and little is known about the cultural components of brand.

The results show that organizational culture, product attributes, brand personality, and attachment are the four core dimensions of brand culture.

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