# 17 89-93 View full article

УДК 339.138; 339.94

DOI: https://doi.org/10.36887/2415-8453-2025-4-17

Nitsenko Vitalii,
Doctor of Sciences in Economics, Professor, Department of Entrepreneurship and Marketing,
Ivano-Frankivsk National Technical Oil and Gas University,
https://orcid.org/0000-0002-2185-0341
Zholobak Viktoria,
Student of group PTm-24-1,
Ivano-Frankivsk National Technical University of Oil and Gas, Ivano-Frankivsk,
https://orcid.org/0009-0001-0982-137X
Blyznyuk Tetyana,
Doctor of Sciences in Economics, Professor, Head of Creative Management and Design Department,
Simon Kuznets Kharkiv National University of Economics,
https://orcid.org/0000-0002-8291-4150
Nemashkalo Karina,
Candidate of Science in Economics, Professor, Professor of the Department of Management, Business and Administration,
Simon Kuznets Kharkiv National University of Economics,
https://orcid.org/0000-0002-8614-750X
Ostapenko Roman,
PhD in Economics, Associate Professor,
State Biotechnology University,
https://orcid.org/0000-0002-5976-5871

JEL classification: M31, F23, L86, Z10

Published: 19.12.2025

The study is devoted to establishing intercultural determinants that define the peculiarities of corporate image formation and necessitate brand adaptation in the modern global business system. Cultural diversity and transformations in the digital environment have a significant impact on a company’s international positioning effectiveness. The relevance of analyzing this issue lies in the growing role of cultural factors in how different audiences perceive brands, as well as the need to consciously implement adaptive branding strategies to ensure the enterprise’s competitiveness in international markets. The purpose of the study is to generalize theoretical approaches to corporate image formation across cultures and to identify brand adaptation tools that account for regional characteristics and the influence of digital technologies. The methodological basis of the work is a set of general scientific and special methods, among which it is worth highlighting a systematic and comparative analysis of literature and a structural-functional approach, which made it possible to comprehensively reveal the essence of the concept of “corporate image” and its marketing significance in an international context. The analysis examined the nature of a company’s image as a multidimensional component of a brand, identified theoretical approaches to adaptive branding in the context of cultural differences, and established the role of verbal, visual, and symbolic adaptation in increasing the relevance of brand messages for different regions. In addition, it has been proven that digital technologies are changing the mechanisms of international image formation. This, in turn, provides companies with broader opportunities for personalization and flexible adjustment of their brand strategy.

Keywords: corporate image, international branding, intercultural determinants, brand adaptation, cultural differences, digital technologies, global business ecosystem, corporate image.

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Quote article, APA style

Nitsenko Vitalii, Zholobak Viktoria, Blyznyuk Tetyana, Nemashkalo Karina, Ostapenko Roman. . Intercultural determinants of corporate image formation: theoretical basis for brand adaptation in the global business system. The journal "Ukrainian Journal of Applied Economics and Technology". 2025 / #4. 89-93pp. https://doi.org/10.36887/2415-8453-2025-4-17

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Nitsenko Vitalii, Zholobak Viktoria, Blyznyuk Tetyana, Nemashkalo Karina, Ostapenko Roman. "Intercultural determinants of corporate image formation: theoretical basis for brand adaptation in the global business system". The journal "Ukrainian Journal of Applied Economics and Technology". . https://doi.org/10.36887/2415-8453-2025-4-17

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