Artigo Revisado por pares

Cross‐cultural influences on brand identity impressions: KFC in China and the United States

2003; Emerald Publishing Limited; Volume: 15; Issue: 1/2 Linguagem: Inglês

10.1108/13555850310765088

ISSN

1758-4248

Autores

Terrence H. Witkowski, Yulong Ma, Dan Zheng,

Tópico(s)

Culinary Culture and Tourism

Resumo

This research measured and compared the brand identity of Kentucky Fried Chicken (KFC) in China and the United States. Brand identity was defined as the customer impressions of four different KFC identity elements – properties, products, presentations, and publications. A survey of young consumers in the two countries (n = 795), showed that the Chinese respondents were more apt to eat within KFC restaurants, and spend more time doing so, than the Americans. The Chinese also had much more positive impressions of KFC than their US counterparts. Brand identity impressions were correlated with overall customer satisfaction and with future patronage intentions for both groups, but much more so for the Americans. These findings support a model where differences in cultural frames of reference lead consumers to actively localize the brand identity of this nominally globalized product.

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