Practical Exploration of Consumer Behavior and International Marketing Strategy Under the Guidance of Brand Management

Abstract

So brand management has grown as the integrative paradigm with which multinational corporations are dealing with the nexus between consumer behaviour and international marketing strategy. The review considers the practical implications of this intersection on three axes: the mechanisms through which consumer-based brand equity affects purchase behaviour; the cross-cultural modulation of these mechanisms by Hofstede’s cultural dimensions; and the strategic implications for international marketing practice in digitally mediated brand environments. This review reports the consistent evidence that brand awareness, brand trust and perceived quality are the primary drivers of purchase intention across markets and that the relative salience of these drivers is systematically modulated by cultural context especially the individualism-collectivism and uncertainty avoidance dimensions, using the consumer-based brand equity model, cultural dimensions theory and the standardisation-adaptation literature. The paper considers the context of the digital transformation of brand-consumer interaction, expressed in the growth of the global influencer marketing market to USD 33 billion by 2025, which on the one hand enhances the mechanisms of brand equity, and on the other hand requires new strategic frameworks for international brand management. The study concludes with practical implications of the glocalization strategy as the dominant paradigm to balance brand consistency and cultural adaptability.