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The influence of cultural values on brand loyalty
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.
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Event
Australia and New Zealand Marketing Association Conference (2005 : Fremantle, W.A.)Pagination
163 - 171Publisher
ANZMACLocation
Fremantle, W.A.Place of publication
[Perth, W.A.]Start date
2005-12-05End date
2005-12-07ISBN-13
9780646455020ISBN-10
0646455028Language
engNotes
Reproduced with the kind permission of the copyright owner.Publication classification
E1.1 Full written paper - refereedCopyright notice
2005, ANZMACEditor/Contributor(s)
S PurchaseTitle of proceedings
ANZMAC 2005 : Proceedings of the Australia and New Zealand Marketing Association Conference 2005 : Broadening the BoundariesUsage metrics
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