Managing International Brand Equity In Markets With High Cultural Diversity: An Empirical Study Of Kinshasa Consumers.

Abstract

This study examines the strategic management of foreign brands in the Congolese market, within a context marked by globalization and diverse local expectations. The main objective is to analyze how companies manage to reconcile global coherence with local adaptation in their brand strategies. The research adopts a quantitative approach based on a sample of 201 respondents in Kinshasa, allowing for an examination of the influence of cultural and economic factors on consumer perception and engagement with foreign brands. Statistical analyses, including Principal Component Analysis (PCA) and multiple regression, identified several key dimensions structuring brand perception: quality and brand image, accessibility and adaptation to the local market, as well as communication and customer satisfaction. The results reveal that economic factors exert a significant influence on the preference for foreign brands, while cultural factors play a more indirect role, linked to symbolic proximity and the perceived legitimacy of the companies. The study thus highlights the need for a glocalization approach, which combines the strength of an international identity with nuanced contextual adaptation. The success of foreign brands in the Democratic Republic of Congo depends on their ability to combine global prestige, economic accessibility, and cultural resonance.