The Role of Cultural Differences in Global Branding Strategies: Evidence from International Students at Istanbul Aydin University

This study investigates the influence of Hofstede’s cultural dimensions on global branding strategies through quantitative analysis of data collected from 262 respondents. Employing Partial Least Squares Structural Equation Modelling (PLS-SEM), the research examines how Power Distance, Uncertainty Avoidance, Collectivism, Masculinity, and Long-Term Orientation affect the development and implementation of global branding approaches. The findings reveal that four of the five cultural dimensions significantly influence global branding strategies: Long-Term Orientation demonstrates the strongest positive effect, followed by Masculinity and Uncertainty Avoidance, while Collectivism exhibits a significant negative relationship. Notably, Power Distance shows no significant impact on global branding strategies. These results contribute to international marketing theory by moving beyond the traditional standardization-adaptation dichotomy, offering instead a more nuanced, culturally-contingent framework for global brand management. The study provides practical implications for international marketers, suggesting that effective global branding requires strategic calibration based on market-specific cultural profiles, with particular attention to temporal orientation, achievement values, risk tolerance, and social orientation. This research advances our understanding of how cultural dimensions shape cross-cultural branding effectiveness and offers actionable insights for multinational corporations navigating the complexities of global brand management.