Media promoting brand culture: Audience preference and perception (A case study of Asian society)

Abstract

This study aims to examine audience choices related to brand preference, the role of media in promoting brand culture, and the impact of brand culture on society using the theories of Uses and gratification and Reception analysis. To conduct the survey, a questionnaire with closed-ended and open-ended items was created and distributed via email, Facebook, and WhatsApp to respondents in India and Pakistan who were chosen using convenient and snowball sampling. According to the study, most of the respondents believed that brands use media to promote their products, with social media being the most popular platform in this regard due to its speed and low cost. The findings of the study state, respondents perceive brands as a symbol of social status, and they prefer foreign brands over local brands. Since branding promotes both local and foreign cultures, the foreign part has earned more space in society, and international brands also promote foreign culture, which leads to the distortion of local culture.