Cultural Individualism/Collectivism Elements in Sports Brands Promotion: A Case Study on the USA and Turkey Market Examples

Ahmet Türkmen

Abstract


Cultural elements gain more and more ground day by day in promotion efforts in marketing field. Eventhough an identical item, targeting similar audiences in seperate markets, has to reach its respective targets by different means in terms of cultural elements. This study compares the cultural differences in promotion efforts of sports brands in the USA and Turkey markets. Based on the insights gained through the comparisons, it is concluded that despite the “sports fans” are targeted in both markets, promotion efforts take the individual as the main subject, whereas a group of people are the subject of the promotion efforts for Turkey. The study contains visual examples from both markets.

Keywords: Cultural Promotion, Sports Brands, International Marketing


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