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The Impact of Cultural Dimensions and Cultural Adaptations on Marketing Performance of Global Firm

Author

Listed:
  • Aini Qamariah Mohd Yusof

    (Universiti Teknologi MARA)

  • Bashirah Harisha Mohamad Hazman Harnam

    (Universiti Teknologi MARA)

  • Syukurriah Idrus

    (Universiti Teknologi MARA)

Abstract

This conceptual paper investigates the impact of cultural dimensions and cultural adaptations on the marketing performance of global firms. In addition, the study proposes testable hypotheses and discusses potential measurement approaches for cultural dimensions and marketing performance. It also highlights the standardisation versus adaptation dilemma, offering implications for balancing global brand identity with local cultural sensitivity. This research highlights how cultural factors, such as values, norms, and beliefs, can influence consumer preferences and purchasing decisions. Cultural dimensions in marketing are used to gain a deeper understanding of how cultural factors influence the way people think, act, and interact within a community. In addition to this, cultural adaptation also indicates that brand awareness, brand loyalty, consumer engagement, and overall marketing performance can be enhanced if firms adjust their marketing strategies, approaches, and plans to accommodate the cultural adaptations in specific regions. All these crucial elements are essential when engaging with a variety of competitors in the global markets. This research underscores the significance of understanding cultural dimensions and cultural adaptations in enhancing marketing effectiveness and ensuring a firm’s success in international markets.

Suggested Citation

  • Aini Qamariah Mohd Yusof & Bashirah Harisha Mohamad Hazman Harnam & Syukurriah Idrus, 2025. "The Impact of Cultural Dimensions and Cultural Adaptations on Marketing Performance of Global Firm," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 9(13), pages 490-497, September.
    • Handle: RePEc:bcp:journl:v:9:y:2025:issue-13:p:490-497
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    References listed on IDEAS

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    1. Rhonda Hadi & Ana Valenzuela, 2020. "Good Vibrations: Consumer Responses to Technology-Mediated Haptic Feedback [Creating Social Presence in Online Environments]," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 47(2), pages 256-271.
    2. Sunday Ewah & Joseph E. Osang, 2018. "Influence Of Cross Cultural Differences on International Marketing," International Journal of Academic Research in Business and Social Sciences, Human Resource Management Academic Research Society, International Journal of Academic Research in Business and Social Sciences, vol. 8(7), pages 363-376, July.
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