Turn To Turkey: A Cross-cultural Study on the Optimal Advertising Strategy for Danish Menswear Brands Expanding into the Turkish Market

Sefa Kocyigit

Student thesis: Master thesis


The objective of this study is to gather insight on the perceptions of Denmark and Danish products that the Turkish population has, and how these affect the formulation of an advertisement strategy for Danish menswear brands. Additionally, the study aims to highlight some key differences in culture – not only between Danish and Turkish advertisements, but also cultural differences within Turkey itself. Conclusively, the study aims to provide tangible recommendations for Danish brands looking to expand into Istanbul – specifically in their advertisement strategy. The methodology followed in this paper to answer the research question is a mixture of qualitative and quantitative analysis. Qualitative thematic analyses were conducted on four different examples of advertising, with two advertisements from each culture. The occurrences of cultural value dimensions were subsequently broken down into data points, which allowed for the analysis and comparison of the themes present in all advertisements. These findings were supplemented by a survey distributed in different channels to reach the Turkish population. The survey consisted of open and closed questions, and reached a sample size of 54, with respondents being spread out geographically withing Turkey. The key findings and conclusions in this paper are that the theoretical frameworks describing the Danish and Turkish cultures cannot be considered on a surface level when attempting to formulate a cross-cultural advertisement strategy. As Turkey is categorized as a heterogeneous culture, it requires deeper analysis depending on the geographical area on which the emphasis is put. A key finding in this study is that Istanbul can be considered as a culture closer to the Danish culture, as key metrics such as individualism versus collectivism within Istanbul shows a cultural divide in Turkey on these values. However, some cultural dimensions such as masculinity versus femininity, and their place in Turkish culture, is argued to be intact regardless of the target market being Istanbul in particular, or the entirety of Turkey. Socioeconomic factors and education levels were some of the key influencers highlighted on the different cultural values.

EducationsMaster of Business, Language and Culture, Intercultural Management, (Graduate Programme) Final Thesis
Publication date2021
Number of pages70