Ali, Yousef Abraheem Alsanousi Bilrras (2022) International Marketing Communication in Different Cultures: A Case Study On High-Context and Low-Context Cultures. Undergraduate thesis, Fakultas Ekonomi dan Bisnis Universitas Merdeka Malang.

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Abstract

This research is aimed to analyze and understand the difference between international marketing communication strategy among cultures. It is expected that this research can shed lights for marketing professionals on designing an effective and efficient way of marketing communication. The author will specifically analyze the characteristics of marketing communication strategy used in Kentucky Fried Chicken (KFC)‘s website around the world. The analysis will analyze KFC‘s website on Japan, China, Brazil, Saudi Arabia, German, Sweden, and Switzerland. The countries are differentiated into their cultural characteristics, those are: High-Context Culture and Low-Context Culture. This analysis is based on the cultural framework proposed by Hall and Hofstede.

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