Especially the companies that
operate in the international market must have knowledge about the cultures of societies. The lack of similarities of
each culture and sub-culture to other causes difficult situation for companies.Applying same marketing strategies in
every society may cause major errors.Incomprehension of the values of societies, purchase forms, symbols and
language are the main factors of the occurrence of these errors. Although a linear relationship between brand
awareness and market shares and sales of brands is established, cultural consumption patterns of consumers,
which is the second important factor affecting brand awareness, should be considered (Huang and Sarıgollu,
2012).