BRAND PERSONALITY AND CULTURE: THE ROLE OF ROTARY CLUB IN A CONTINUOUSLY DIVERSE SOCIETY

Abstract

This study explores the role of Rotary International and Nigeria’s brand personality and culture from the lens of Hofstede’s cultural principles and Rotary International Four Way Test. Using discourse analysis, Hofstede’s cultural principles such as power distance, individualism vs collectivism, masculinity vs femininity and uncertainty avoidance and Rotary International Four way Test (that questions if whatever act that’s said or done is the truth; fair to all concerned; if it brings goodwill and better friendship or if it is beneficial to all concerned) were used to examine the brand personalities of Nigeria and Rotary International. Findings indicate the existence of different cultural responses when both Hofstede and Four Way Test were used to examine the multicultural nature of Nigeria as it is evident that citizens have no National culture nor trust between cultures.