{"id":401,"date":"2026-06-30T10:52:53","date_gmt":"2026-06-30T10:52:53","guid":{"rendered":"https:\/\/www.journals.utgjiu.ro\/JES\/?post_type=articol&#038;p=401"},"modified":"2026-06-30T10:52:53","modified_gmt":"2026-06-30T10:52:53","slug":"culture-and-its-influence-on-promotion-in-international-marketing","status":"publish","type":"articol","link":"https:\/\/www.journals.utgjiu.ro\/JES\/articol\/culture-and-its-influence-on-promotion-in-international-marketing\/","title":{"rendered":"CULTURE AND ITS INFLUENCE ON PROMOTION IN INTERNATIONAL MARKETING"},"content":{"rendered":"<p>In today\u2019s globalized business environment, international marketing plays a crucial role in helping<br \/>\nmultinational companies build strong and culturally relevant brand identities across diverse markets. One of the main<br \/>\nchallenges faced by global marketers is adapting promotional strategies to cultural differences that influence consumer<br \/>\nbehavior, communication styles, and brand perception. Culture significantly shapes how marketing messages are<br \/>\ninterpreted, how products are valued, and how consumers respond to advertising campaigns. This article examines the<br \/>\nrelationship between culture and promotion in international marketing, focusing on the ways multinational brands<br \/>\ntailor their strategies to local cultural contexts. Using theoretical models such as Hofstede\u2019s cultural dimensions, the<br \/>\nstudy analyzes how cultural factors affect promotional practices and marketing communication across different<br \/>\nregions. The research concentrates on four culturally diverse countries\u2014Romania, Brazil, South Korea, and<br \/>\nAustralia\u2014selected for their distinct social values, communication patterns, and consumer expectations. Romania<br \/>\nrepresents a post-communist Eastern European society with traditional influences, Brazil reflects a high-context Latin<br \/>\nAmerican culture, South Korea illustrates a collectivist and Confucian-based East Asian culture, while Australia<br \/>\nrepresents a low-context and highly individualistic Western society. To provide a practical perspective, the article uses<br \/>\nMcDonald\u2019s as a case study to explore how a global brand adapts its promotional campaigns to each national market.<br \/>\nThe analysis highlights the balance between maintaining a consistent global identity and implementing culturally<br \/>\nadapted marketing strategies that resonate with local consumers. The study emphasizes the importance of cultural<br \/>\nawareness and cultural intelligence in international marketing. It demonstrates that successful global promotion<br \/>\ndepends on the ability to combine global brand consistency with sensitivity to local cultural values and consumer<br \/>\nexpectations.<\/p>\n","protected":false},"featured_media":0,"template":"","meta":{"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}}},"class_list":["post-401","articol","type-articol","status-publish","hentry"],"_links":{"self":[{"href":"https:\/\/www.journals.utgjiu.ro\/JES\/wp-json\/wp\/v2\/articol\/401","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.journals.utgjiu.ro\/JES\/wp-json\/wp\/v2\/articol"}],"about":[{"href":"https:\/\/www.journals.utgjiu.ro\/JES\/wp-json\/wp\/v2\/types\/articol"}],"wp:attachment":[{"href":"https:\/\/www.journals.utgjiu.ro\/JES\/wp-json\/wp\/v2\/media?parent=401"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}