Creating and managing brand
image is a critical part of any retail business's overall marketing plan. Yet
research is lacking that demonstrates clear correlational links between cultural and socio-economic factors and branding imaging and
performance in global markets, with particular regard for Internet-based businesses. The paper proposes a
study to examine and identify the assorted cultural and socio-economic dimensional characteristics of foreign markets that are theorized to affect brand imaging and performance. The study proposes to obtain and analyze
data from a multinational sample of internet business managers, representing 10 countries and 25 regions within these countries, in order to collect data related to the proposed study variables. The ramifications of the study findings for businesses that
market brands globally over the internet and suggestions for further research are discussed. Chapter One
includes an introduction and background of the problem and a theoretical framework for the study. This section is followed by a rational for this study, the research hypotheses and definitions of key concepts. Chapter Two presents an extensive literature review of the research topic and variables involved; this includes the concepts of brand image development, image branding strategies, cultural and socioeconomic market factors and product performance in the global market. Chapter Three presents information on the study's methodology, including research design, sample, survey questionnaire, procedures and data analysis. Results are presented in Chapter Four. Chapter Five includes a discussion of the managerial and theoretical implications of the findings and suggestions for further research.