Does psychic distance have effect on brand acceptance? Case of an emerging market

Abstract

The purpose of this study is to examine the relationship between psychic distance and adaptation of the brands in an emerging market. Two brands Nokia and Samsung were taken for analysis. After factor analysis, reformulated questionnaire was grouped into psychic, cultural and physical distance for psychic distance measurement. The study concludes that psychic, cultural and physical distance has a role to play in brand acceptance. This was correlated with RKS model. It gave positive results on brand acceptance. This paper intended to contribute to the understanding of the conceptual domain of psychic distance and its underlining dimension.