Differences between American and Indian consumers' visual images

2013

PurposeA company's corporate image is very important and it can be conveyed through visual images. In order to provoke interest and grasp attention, visual application is an important communication process. The purpose of this paper is to explore the cultural aspects that affect consumers' interpretation of visual communication in terms of corporate imaging/branding through electronic images on the internet. Specifically two different countries' cultures are being compared: the United States and India.Design/methodology/approachWeb images of 30 brands, selected from a list of top 100 brands have been chosen and compared in both scenes.FindingsThe results show that some differences really do…