A Cross-National Comparison of Brand Perceptions of Global Franchise Chains in the BRICS

This study compares consumers’ brand perceptions across the five BRICS countries. We executed a cross-national comparison of how two United States-based global franchise brands in the fast-food restaurant industry (i.e., McDonald's and Burger King) are perceived by local consumers in a host market. The cultural distance index, drawn from Hofstede's cultural typology, is used to examine cultural influences on the development of brand perceptions....