6卷 第6期
Hubei University of Technology, Wuhan, Hubei, 430068, P.R. China
纸质出版日期： 2022-12-30 ，
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(2022). Bridging international borders: Brand identity beyond its home origins.. 创意经济（英文版）, 6(6), 30-43.
Rodrigue Soro Seligame Sibiri,Linda Mrs..Bridging international borders: Brand identity beyond its home origins.[J].Creative Economy,2022,06(06):30-43.
(2022). Bridging international borders: Brand identity beyond its home origins.. 创意经济（英文版）, 6(6), 30-43. DOI： 10.47297/wspceWSP2516-251903.20220606.
Rodrigue Soro Seligame Sibiri,Linda Mrs..Bridging international borders: Brand identity beyond its home origins.[J].Creative Economy,2022,06(06):30-43. DOI： 10.47297/wspceWSP2516-251903.20220606.
This article aims to show that brand identity is in constant evolution while simultaneously offering a real perspective in terms of creation
development
and brand management based on the transfer of its core values to its customers. This analysis presents the origins of this concept and its initial anthropomorphic focus to a more complex brand identity co-creation process which takes part between a company and its stakeholders in foreign countries. With data collected from three countries namely China
Ivory Coast and South Africa
the study makes use of a quantitative bivariate correlation and ANOVA analysis to appraise the strength
direction and validity of the associations between the various metrics of brand identity and customer satisfaction in foreign markets. The study finds that brand identity
adaptation and use of social media have positive
statistically significant association with the level of customer satisfaction which is demmed to be valid and stable as the commensurate analysis of variance reveal insignificant F-statistics. As such
the study concludes and recommends that a paradigm shift in management is sufficient to enhance a company's competitive positioning in a foreign market. This
in turn
allows it to bridge international borders as it assimilates to different local business environments and promote the co-creation of its brand's identity
ethics
and core values.
Brand identityBrand managementCo-creationCommunication StrategiesPositioningStakeholdersConsumer behavior
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