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Brand Personality And Culture: The Role Of Rotary Club In A Continuously Diverse Society

Author

Listed:
  • Mustapha Tosin BALOGUN

    (Lagos State University, Ojo, Nigeria)

  • Olubusola Temiloluwa OYEKUNLE

    (Lagos State University, Ojo, Nigeria)

  • Usman Moyosore TIJANI

    (Lagos State University, Ojo, Nigeria)

Abstract

This study explores the role of Rotary International and Nigeria’s brand personality and culture from the lens of Hofstede’s cultural principles and Rotary International Four Way Test. Using discourse analysis, Hofstede’s cultural principles such as power distance, individualism vs collectivism, masculinity vs femininity and uncertainty avoidance and Rotary International Four way Test (that questions if whatever act that’s said or done is the truth; fair to all concerned; if it brings goodwill and better friendship or if it is beneficial to all concerned) were used to examine the brand personalities of Nigeria and Rotary International. Findings indicate the existence of different cultural responses when both Hofstede and Four Way Test were used to examine the multicultural nature of Nigeria as it is evident that citizens have no National culture nor trust between cultures.

Suggested Citation

  • Mustapha Tosin BALOGUN & Olubusola Temiloluwa OYEKUNLE & Usman Moyosore TIJANI, 2022. "Brand Personality And Culture: The Role Of Rotary Club In A Continuously Diverse Society," Management and Marketing Journal, University of Craiova, Faculty of Economics and Business Administration, vol. 0(1), pages 34-42, May.
    • Handle: RePEc:aio:manmar:v:xx:y:2022:i:1:p:34-42
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    References listed on IDEAS

    as
    1. Anant Jyoti Badgaiyan & Saumya Dixit & Anshul Verma, 2017. "If brands are people, then people are impulsive—assessing the connection between brand personality and impulsive buying behaviour," Journal of Brand Management, Palgrave Macmillan, vol. 24(6), pages 622-638, November.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    brand personality; culture; Rotary International; Nigeria;
    All these keywords.

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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