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

Ibraymova L. Moldagali B. Serikova S. Baishukurova G. Akbembetova A.
2023 Association for Social Studies Educa

Journal of Social Studies Education Research
2023 #14 Issue 3 213 - 235 pp.

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.

Associative research , international students , language learning , national brand

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Kazakh State Womens Pedagogical University, Institute of Philology, Almaty, Kazakhstan
Abai Kazakh National Pedagogical University, Laboratory for the analysis of pedagogical technologies, Almaty, Kazakhstan
Department of Russian Language and Literature, Institute of Philology, Abai Kazakh National Pedagogical University, Almaty, Kazakhstan
Kazakh Abylaikhan university of international relations and language, theoretical and applied linguistics, Almaty, Kazakhstan

Kazakh State Womens Pedagogical University
Abai Kazakh National Pedagogical University
Department of Russian Language and Literature
Kazakh Abylaikhan university of international relations and language

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