Brand management in the fast food industry: a cultural perspective of the branding strategies of firms, and the behaviour of consumers in the Czech Republic and Ghana

Anotace

Cultural values are important aspects of the self of consumers. As businesses have become more and more global, the cultural differences among consumers play an important role in the development of effective marketing and branding strategies. The main objective of this research is to create a model for cross cultural branding strategy in the fast food industry. Also, the research explores the different branding strategies used by fast food enterprises in the Czech Republic and Ghana. Furthermore, it examines the behaviour of consumers towards fast food brands and outlets in the two countries. In this research, both the qualitative and quantitative methods were adopted and primary and secondary data collection methods were used in gathering information.