Cross-Cultural Adaptation of Marketing Strategies forEnhancing Performance of Global Brands

Abstract

In a time of rapid globalization trends, multinational firms constantly face the challenge of whether they should adopt a standardized marketing strategy or adapt it to various cultures. The present study examines how cross-cultural adaptation affects global brands' marketing efficacy, focusing on the moderating effects of institutional context and cultural distance, in addition to the mediating impact of brand equity dependent on customers. Based on the theoretical backgrounds provided by the Standardization-Adaptation Approach, Cross-Cultural Dimensions Model, and Resource-Based View (RBV), the research proposes and experimentally investigates an analytical framework that explains the connection between marketing performance, trademark strategy growth and cultural intelligence. 300 marketing and brand  management experts from international corporations in Latin America, North America, Europe, and Asia-Pacific provide primary data using the quantitative intersectional research approach based on survey questionnaires. Structural equation modeling and hierarchical multiple regression analysis techniques are applied to prove six hypotheses. The findings show that brand adaptation strategy (β = 0.271, p < 0.001) and cultural intelligence (β = 0.312, p < 0.001) are the two primary elements influencing marketing performance, while institutional context is a significant moderator of the Evolution's effect on advertising effectiveness (β = 0.193, p < 0.001). The positive effects of cultural intelligence for brand performance are amplified by Higher cultural distance. This suggested model has an overall explanatory power of 63.1%, or R2 = 0.631. This paper advances theory by combining cultural intelligence in the conceptualization of standardization-adaptation controversy and practice by offering insights based on a multi-region and multi-industry sample.