P/M/647. Dissertation. Influence of brands’ cultural identity on buying behaviour in Britain and France

The dissertation investigates consumers’ purchasing behaviour towards British and French brands advertised in France and the UK focusing on the importance of brands’ cultural identity. The review of literature touches on the issues of cultural identity and globalisation, the levels of human mental programming, consumer behaviour, advertising, the history of the relations between Britain and France, etc. The analysis of advertisements (Renault in Britain and Tetley in France) is conducted. Qualitative and quantitative research methods are described and applied to the secondary and primary (interview, questionnaires) data analysis. Conclusions are made about the influence of the brand’s cultural identity on the purchase intention.