Very interesting.

I would opt for qualitativ research, i.e., focusing on cases.

I would begin with the concept of "culture" and "multicultural" - can we think of a taxonomy? How do you categorize students / people? Hofstede's were a start, but I fear his categorization is falling short today. What do you do with those who are "multicultural" themselves? Fons Trompenaar's 7 dimensions of culture may be more appropriate.

Most probably you considered the above - and more - already yourself.

What would I do? I would ask a group, as diverse as possible, to present their own "Harley Davidson" cases. The job at hand is to categorize this diversity - the characteristics that make up a category. Each participant, when presenting the case, explains his or her notion of the image, and why it was chosen. The group then discusses this particular notion and how relevant / different it is for each of the members.

You should probably video the discussion(s) for your analyses, with the aim to map categories (persons' culture) and perceptions of the image.

Apart from Hofstede, you may also look at the Edward Hall's concept of high / low context

You may consider correspondence analysis for the latter.

Good luck and keep us informed.

There is a very good case study of the kind you like to have on Case Ce tre. It is called 'A day in life of Mrs. Chopra' and I use it with my international students. They need to identify specifics in Indian marketing  environment and choose a product of their own country and think of appropriate strategy to sell it to the case protagonist

Thank you for your suggestions!

We develod an own questionnaire. Here is its raw version:

Method Questionaire about "Case Study Perception"

The items we used in the study (we developed more items for other purposes) worked fine in a EFA/CFA. I hope you can apply it to your research.

Best,

Eugene