Cultural Values, Digital Engagement, and Socio-Political Ideologies in Global Brand Reinterpretation

Abstract

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.