Journal of Marketing Development and Competitiveness

The Three B’s of Branding: Navigating Multicultural Markets

April Schofield — 2025-03-16

This paper explores the intrinsic relationship between branding and culture, emphasizing the imperative of cultural sensitivity in brand strategy. It expands on the Brand Evolution Process (BEP), a comprehensive framework comprising three phases, enriched by insights from our Cultural Branding Model (CBM). Incorporating cultural research, sensitivity training, segmentation, adaptation, inclusive messaging, collaboration with cultural experts, and continuous monitoring, the BEP/CBM provides a structured approach to navigating cultural landscapes. This study illuminates the interplay between brands and culture through a dual approach of conceptual analysis and qualitative research. By embracing cultural relevance, marketers can enhance brand resonance and foster meaningful connections.

Instagram Analysis: Country Comparison on Purchase Intention

Tuba Bingol — 2025-03-16

This study examines the differences between Instagram users from the USA and Turkey in terms of brand-generated content, consumer-generated content, brand influencers, and brand engagement. Although the purpose of usage could be similar in different regions, Instagram user expectations could change for different countries. Social media marketers can alter their strategies based on cultural differences and Instagram user habits in the countries to attract more customers. Based on cultural differences and user preference, Instagram post and ad content might be updated. Online survey was developed, and data collected from the U.S. and Turkish participants. The findings exhibit audience segmentation and targeting, focus on behavior change (not only awareness or knowledge) and audience orientation/focus social marketing concepts.

Engaging Employees Through Corporate Social Responsibility Programs Aligning Corporate Social Responsibility and Employee Engagement

Paula Bernardino — 2025-03-16

The message is clear: people want to work for organizations where they feel they are engaged and learning. Recently, Benevity in Canada stated, "Today’s employees are expecting a greater sense of purpose in the workplace. In fact, 83% of Millennials say they would be more loyal to their employer when they feel they can make a difference on social and environmental issues at work." Companies that engage in social and environmental stewardship also benefit from employees who are more aware and involved.

Once the Corporate Social Responsibility (CSR) strategy and programs have been defined, how do you ensure your communications strategy, plan, and actions are aligned and will help deliver the desired results to get employees interested and engaged?

An online survey with 100 respondents in Canada demonstrated a clear shift from years ago where current applicants now research a company’s CSR information when applying there. And once working inside the organization, employees notice CSR initiatives and want to get involved.