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Cultural Values, Digital Engagement, and Socio-Political Ideologies in Global Brand Reinterpretation
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Resumo(s)
In today’s global fashion landscape, consumers actively reinterpret brand meaning through local values,
digital practices, and socio-political perspectives, rather than passively receiving brand messages. This
thesis explores how these dynamics manifest across European markets by focusing on Vans as a case
study of cultural brand evolution. Drawing on both computational sentiment analysis of 685
multilingual consumer reviews and internal secondary data from Vans’ European operations, the
research investigates how regional variations influence consumer-brand relationships. The findings
reveal that while Continental European consumers prioritize cultural values and symbolic meaning,
British consumers focus more on functionality and digital experience. In markets like Germany and the
Netherlands, high digital engagement is coupled with critical sentiment, signaling elevated
expectations. Spanish and Italian consumers show highly positive engagement, blending cultural and
ideological considerations. The analysis identifies three interrelated forces which are cultural
frameworks, digital engagement, and socio-political ideologies, that shape regional brand
reinterpretation. This study advances understanding of how digital platforms act as cultural
intermediaries, enabling diverse forms of brand meaning construction. It also highlights the importance
for global fashion brands to adapt strategies based on regional priorities, balancing cultural resonance,
technological fluency, and social relevance.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Data Science for Marketing
Palavras-chave
Cultural Brand Reinterpretation Digital Consumer Behavior Cross-Cultural Marketing Consumer Culture Theory European Markets Computational Analysis SDG 8 - Decent work and economic growth SDG 12 - Responsible production and consumption