The aim of this work was to shed light on the way different marketplaces, belonging to five continents, react to traditional and unconventional marketing typologies, as well as to static and dynamic advertisements. It was also paramount to identify factors that seemed to be more prone to differ according to opposing cultural perceptions. To do so, the opinions of people coming from all over the world were collected and analysed through cross-sectional research that, apart from respondent’s cultural and ethnic backgrounds that were obviously the main focus, also considered their gender-linked and age-related behaviours. In-depth interviews were considered the most effective methodology to let people freely express themselves without being anchored to fixed-answers – as it would have happened with questionnaires. In fact, throughout 25 questions, they gave feedbacks and shared opinion about pictures, videos and hypothetical situations regarding the use of different marketing and advertising methodologies and cultural, social and religious contents. Such answers have been the milestones of the whole work – hence, it goes without saying that respondents were the crucial part of the whole research. Still, before diving into such research, though, it was vital to provide the reader with a more theoretical framework, that would eventually embed the experiential study in a cohesive way. For this reason, the thesis was divided into four chapters: the first and the second one worked as theoretical and historical support for the development of the third and fourth ones, respectively an introduction to three case-studies and the cross-sectional research itself. The outcomes were summarised both in the last chapter and, in a more explicit way, in the conclusions, where each research question also found an answer. Apart from all the chapters, a list of the interview questions, a transcription of all the answers, bibliography and sitography, and acknowledgments are to be seen.
Lo scopo di questo lavoro è stato quello di far luce sul modo in cui diversi mercati internazionali, appartenenti ai cinque continenti, reagiscono a tipologie di marketing tradizionali e non convenzionali, nonché a pubblicità statiche e dinamiche. Era anche fondamentale identificare i fattori che sembravano essere più inclini a differire in base alle diverse percezioni culturali. Per questo motivo, sono state raccolte e analizzate le opinioni di trenta persone provenienti da tutto il mondo tramite una ricerca trasversale che, oltre al background culturale ed etnico dell'intervistato che era ovviamente al centro dell'attenzione, ha considerato anche le differenze in base al genere e all'età . Le interviste in profondità sono state considerate la metodologia più efficace per permettere alle persone di esprimersi liberamente senza essere ancorate a risposte fisse – come sarebbe accaduto con i questionari. Attraverso 25 domande, infatti, hanno fornito feedback e condiviso opinioni su immagini, video e situazioni ipotetiche riguardanti l'uso di diverse metodologie di marketing e pubblicità, e contenuti culturali, sociali e religiosi. Tali risposte sono state le pietre miliari dell'intero lavoro, rendendo quindi gli intervistati la parte cruciale dell'intera ricerca. Tuttavia, prima di immergersi in tale ricerca, era fondamentale fornire al lettore un quadro più teorico, che alla fine avrebbe incorporato lo studio esperienziale in modo coerente. Per questo motivo la tesi è stata suddivisa in quattro capitoli: il primo e il secondo hanno funzionato come supporto teorico e storico allo sviluppo del terzo e del quarto, rispettivamente introduzione a tre casi studio e alla ricerca trasversale vera e propria. Gli esiti sono stati riassunti sia nell'ultimo capitolo sia, in modo più esplicito, nelle conclusioni, dove anche ogni domanda di ricerca ha trovato risposta. Oltre a tutti i capitoli sono presenti l'elenco delle domande dell'intervista, la trascrizione di tutte le risposte, bibliografia e sitografia, ringraziamenti.
The impact of cultural and ethnic diversity on brand perception - a comparative study between continents
GIACOMELLO, LAURA
2021/2022
Abstract
The aim of this work was to shed light on the way different marketplaces, belonging to five continents, react to traditional and unconventional marketing typologies, as well as to static and dynamic advertisements. It was also paramount to identify factors that seemed to be more prone to differ according to opposing cultural perceptions. To do so, the opinions of people coming from all over the world were collected and analysed through cross-sectional research that, apart from respondent’s cultural and ethnic backgrounds that were obviously the main focus, also considered their gender-linked and age-related behaviours. In-depth interviews were considered the most effective methodology to let people freely express themselves without being anchored to fixed-answers – as it would have happened with questionnaires. In fact, throughout 25 questions, they gave feedbacks and shared opinion about pictures, videos and hypothetical situations regarding the use of different marketing and advertising methodologies and cultural, social and religious contents. Such answers have been the milestones of the whole work – hence, it goes without saying that respondents were the crucial part of the whole research. Still, before diving into such research, though, it was vital to provide the reader with a more theoretical framework, that would eventually embed the experiential study in a cohesive way. For this reason, the thesis was divided into four chapters: the first and the second one worked as theoretical and historical support for the development of the third and fourth ones, respectively an introduction to three case-studies and the cross-sectional research itself. The outcomes were summarised both in the last chapter and, in a more explicit way, in the conclusions, where each research question also found an answer. Apart from all the chapters, a list of the interview questions, a transcription of all the answers, bibliography and sitography, and acknowledgments are to be seen.È consentito all'utente scaricare e condividere i documenti disponibili a testo pieno in UNITESI UNIPV nel rispetto della licenza Creative Commons del tipo CC BY NC ND.
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https://hdl.handle.net/20.500.14239/2478