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Dimensions of Culture and Branding

Culture is one of the major factors affecting consumer behaviour. The attitudes and values of consumers are culture-specific in a broad sense. Culture is a combination of learned beliefs, values and customs that directs consumer behaviour in a specific society. Beliefs, values and customs are important components of culture. Customs are overt modes of behaviour that are acceptable in a specific cultural context. The different food habits of Indians, for example, are customs that are part of a region-specific culture. From the marketing viewpoint, products and brand communication have to take into consideration the customs existing in a specific market situation. A marketer offering an alternative for the ...

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