Influence of cultural factors on brand drivers of customer equity—research on cultural differences between the US and China

While adapting to the cultural environment of target market country has become the key to success for international enterprises, little attention is paid to the influence of culture on customer equity management. The literature review of this paper introduces the theories of cultural differences and customer equity driving factors, analyzes brand and cultural factors and compares differences between Chinese and American culture. On base of these, the influences of culture on brand drivers of customer equity are analyzed and research hypothesisses are presented. At last a field survey is finished in the mobile communication market in the US and China and the research hypothesisses are verified by using log-linear model, therefore the results has certain directive significance to cross-cultural customer equity management.