Analyzing International Students' Perceptions of National Brands Through a Qualitative Approach: The Case of Kazakhstan

Abstract

This study explores the language association of international students during their adaptation to a new environment and its impact on intercultural communication. It addresses the difficulties, language and cultural barriers, social adaptation problems, and both positive and negative influence of association on language learning. The purpose of the study is to determine international students’ concerns with Kazakhstani national brands during their studies in Kazakhstan. To achieve this, a survey was conducted, followed by a thematic analysis of 43 international students' responses. The findings of the study reveal that defining international students’ associations with national brands eases stereotypical connections in language learning, overcomes language barriers, and enhances intercultural communication.