Cross-Cultural Dissimilarities in the Perception of Brand Personality of Select Smart phones: Evidence from West Bengal, India and Bangladesh

Abstract

The study has been conducted in the adjoining regions of West Bengal and Bangladesh (erstwhile East Bengal) among various respondent groups. Both the regions have been archetypally known to share multiple cultural commonalities. Notwithstanding, there exists divergences in the culture, which have been tested using Hofstede's Cultural Dimensions Framework. Further, the study investigates whether there exist any divergences in how the personalities of the two smart phone brands, namely, Samsung and Xiaomi, are perceived in the two regions. An aggregate sample of 295 and 287 respondents have been selected conveniently from West Bengal, India and Bangladesh, respectively. The current study primarily aims to probe into the cultural dissimilarities between the two contiguous regions of West Bengal (in India) and Bangladesh. Subsequently, the study investigates the probable impact of such cross-cultural dissimilarities on consumers' perception concerning the personality of select smart phone brands, specifically Samsung and Xiaomi. The study provides good empirical insight into the fact that despite the uniform positioning of the two smart phone brands in the two West Bengal and Bangladesh regions, their personality traits are perceived differently by consumers dwelling in these cultures. The analysis yields that respondents from West Bengal and Bangladesh demonstrated notable congruencies in perceiving Xiaomi as a 'responsible' and ''aggressive' brand. However, Samsung is perceived as an 'aggressive' brand in Bangladesh and 'stable' in West Bengal. The perceptual deviations of the smart phone brands' personalities exist due to the cultural divergences between the two regions. The current study is unique in that it offers a new-fangled perspective to looking at cross-cultural research by comparing politico-administrative units instead of countries at large. Yet, it is bound by imperfections, such as limited sample size, making it difficult to make more detailed comments on individuals' perceptions towards the brand personality dimensions of smart phones. Although adequate care has been taken to eliminate the “made-in image” of the Chinese smart phones, respondents were generally biased towards the product quality, brand acquaintance and their overall perceptions towards the personality of the said brands. Brand personality plays an integral role in easing communications with customers. They can, resultantly, relate conveniently to the identity and the personality traits possessed by such brands. Marketing professionals can essentially aim to foster a brand-customer personality congruence, which would ideally enable them to position their product offerings accordingly and design tailored advertising and marketing communication messages. A well-defined brand personality initiates greater customer purchase willingness coupled with amplified emotional attachment, trust and loyalty, thereby enhancing the significance of branding to managers. They can help develop frameworks to analyze behavioral intentions concerning consumer perception of brand personality