Authors: R.K. Srivastava
Addresses: Sterling Institute of Management Studies, University of Mumbai, Mumbai, Maharashtra, India
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.
Keywords: psychic distance; cultural distance; brand acceptance; brand success; emerging markets; emerging economies; brand adaptation; Nokia; Samsung; physical distance; cultural distance; culture; India; cell phones; mobile phones; acceptance measurement.
International Journal of Strategic Change Management, 2011 Vol.3 No.4, pp.302 - 322
Available online: 16 Jan 2012 *Full-text access for editors Access for subscribers Purchase this article Comment on this article