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Brand and firm values in distinct national cultures

Reza H. Chowdhury (Bissett School of Business, Mount Royal University, Calgary, Canada)
Wootae Chun (School of Business, University of Northern British Columbia, Prince George, Canada)
Sungchul Choi (School of Business, University of Northern British Columbia, Prince George, Canada)
Kurtis Friend (School of Business, University of Northern British Columbia, Prince George, Canada)

Asia Pacific Journal of Marketing and Logistics

ISSN: 1355-5855

Article publication date: 19 February 2020

Issue publication date: 12 October 2020

Abstract

Purpose

The objective of this article is to investigate the moderating role of national cultures in the relationship between brand value and firm value.

Design/methodology/approach

This article examines the topic in the context of different national cultural attributes, including individualism, uncertainty avoidance, masculinity, power distance, and long-term orientation. We use brand values of the Financial Times Global 500 companies and national cultural values reported by Hofstede, GLOBE, and Schwartz.

Findings

Results exhibit that brands are more value-additive to companies in highly individualistic cultures. Furthermore, a valuable brand contributes more to firm value in countries with low uncertainty avoidance, high masculine, low power distance, and short-term oriented cultures.

Originality/value

The evidence suggests that while a valuable brand contributes to firm value, the level of its effect on firm value varies by national cultures.

Keywords

Citation

Chowdhury, R., Chun, W., Choi, S. and Friend, K. (2020), "Brand and firm values in distinct national cultures", Asia Pacific Journal of Marketing and Logistics, Vol. 32 No. 8, pp. 1737-1758. https://doi.org/10.1108/APJML-03-2019-0121

Publisher

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Emerald Publishing Limited

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