Develop a hypothesis about the use of culture in creating a customer-brand relationship.

Develop a hypothesis about the use of culture in creating a customer-brand relationship. How does the firm’s product and communication strategy support the brand in the global market and why. In your conclusion summarize your findings and then state how this can sustain a competitive advantage.

The position paper should begin with an introductory paragraph where you state your thesis statement. Then using the readings from Schiffman and Aaker, bring in both theory and examples to exemplify the theory to support your thesis statement for the body of the paper. Be sure to properly reference all ideas not your own. The conclusion should restate the thesis and summarize the key findings that support this thesis. The last part of each position paper should be the bibliography.

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