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International Journal of Science, Strategic Management and Technology

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THE INTERPLAY OF BRAND CULTURE AND CONSUMER BEHAVIOR

AUTHORS:
Tanishka GK
B. Udeep Vikram Rao
Mentor
Dr Kavitha Thakur
Affiliation
DOI: 10.55041/ijsmt.v2i3.290
CC BY 4.0 License:
This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
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Abstract

Brand culture refers to the shared values, stories, symbols, and practices associated with a brand that influence consumer perception and engagement. This paper explores how brand culture is formed, how it affects consumer behavior, and how consumers, in turn, influence brand identity. Through case studies of global and local brands, the paper highlights the importance of authenticity, emotional connection, and community in shaping brand-consumer relationships.

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PUBLICATION DETAILS
Review Type:
Double-Blind Peer Review
License:
CC BY-NC 4.0
Volume/Issue:
Volume 02, Issue 03
Review Rounds:
2
Article Type:
Research Article
Publication Date:
Mar 28 2026
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GK, T. & Rao, B. U. V. (2026). The Interplay of Brand Culture and Consumer Behavior. International Journal of Science, Strategic Management and Technology, 02(03). https://doi.org/10.55041/ijsmt.v2i3.290

GK, Tanishka, and B. Rao. "The Interplay of Brand Culture and Consumer Behavior." International Journal of Science, Strategic Management and Technology, vol. 02, no. 03, 2026, pp. . doi:https://doi.org/10.55041/ijsmt.v2i3.290.

GK, Tanishka, and B. Rao. "The Interplay of Brand Culture and Consumer Behavior." International Journal of Science, Strategic Management and Technology 02, no. 03 (2026). https://doi.org/https://doi.org/10.55041/ijsmt.v2i3.290.

References
1.Jacquline Tham (2024), Optimize Brand Culture Positioning to Improve Customer Perception of Brand Image and Purchase Intention, https://doi.org/10.62051/ijsspa.v4n1.22

2.Jonathan E. Schroeder (2007), Brand Culture: Trade Marks, Marketing and Consumption, https://papers.ssrn.com/sol3/cf_dev/AbsByAuth.cfm?per_id=348758

3.Jonatan (2021), Brand authenticity: 25 Years of research, https://doi.org/10.1111/ijcs.12651
Ethics and Compliance
✓ All ethical standards met
This article has undergone plagiarism screening and double-blind peer review. Editorial policies have been followed. Authors retain copyright under CC BY-NC 4.0 license. The research complies with ethical standards and institutional guidelines.
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