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The influence of cultural values on brand loyalty

Lam, Desmond C. S. and Lee, Alvin Y. C. 2005, The influence of cultural values on brand loyalty, in ANZMAC 2005 : Proceedings of the Australia and New Zealand Marketing Association Conference 2005 : Broadening the Boundaries, ANZMAC, [Perth, W.A.], pp. 163-171.

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Title The influence of cultural values on brand loyalty
Author(s) Lam, Desmond C. S.
Lee, Alvin Y. C.
Conference name Australia and New Zealand Marketing Association Conference (2005 : Fremantle, W.A.)
Conference location Fremantle, W.A.
Conference dates 5-7 Dec. 2005
Title of proceedings ANZMAC 2005 : Proceedings of the Australia and New Zealand Marketing Association Conference 2005 : Broadening the Boundaries
Editor(s) Purchase, Sharon
Publication date 2005
Conference series Australia and New Zealand Marketing Association Conference
Start page 163
End page 171
Publisher ANZMAC
Place of publication [Perth, W.A.]
Keyword(s) Decision making process
Customer satisfaction/loyalty
Attitudes
Summary It is well documented that culture can influence consumer attitudes and behavior. While there have been numerous studies on how culture influences the four Ps of the marketing mix, few researchers have examined its effect on customer loyalty. More specifically, how consumers who identify more with certain cultural traits are likely to be more brand loyal. Using Hofstede’s cultural dimensions, this study empirically examines cultural effects on consumer-reported “proneness” to brand loyalty and finds that those who scored highly in individualism and uncertainty avoidance have greater affinity for exhibiting loyalty to a brand.
Notes Reproduced with the kind permission of the copyright owner.
ISBN 0646455028
9780646455020
Language eng
Field of Research 150504 Marketing Measurement
Socio Economic Objective 910403 Marketing
HERDC Research category E1.1 Full written paper - refereed
Copyright notice ©2005, ANZMAC
Persistent URL http://hdl.handle.net/10536/DRO/DU:30036229

Document type: Conference Paper
Collections: School of Management and Marketing
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