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.
History
Pagination
163 - 171
Location
Fremantle, W.A.
Open access
Yes
Start date
2005-12-05
End date
2005-12-07
ISBN-13
9780646455020
ISBN-10
0646455028
Language
eng
Notes
Reproduced with the kind permission of the copyright owner.
Publication classification
E1.1 Full written paper - refereed
Copyright notice
2005, ANZMAC
Editor/Contributor(s)
S Purchase
Title of proceedings
ANZMAC 2005 : Proceedings of the Australia and New Zealand Marketing Association Conference 2005 : Broadening the Boundaries