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The Influence Of Cultural Values On Brand Loyalty
Desmond C.S. Lam1; Alvin Y.C. Lee
2005
Conference NameAustralia and New Zealand Marketing Association Conference (2005 : Fremantle, W.A.)
Source PublicationProceedings of the Australia and New Zealand Marketing Association Conference 2005 : Broadening the Boundaries
Pages163-171
Conference Date5-7 Dec, 2005
Conference PlaceFremantle, W.A.
Abstract

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.

KeywordDecision Making Process Customer Satisfaction/loyalty Attitudes
Language英语
Fulltext Access
Document TypeConference paper
CollectionFaculty of Business Administration
DEPARTMENT OF INTEGRATED RESORT AND TOURISM MANAGEMENT
Affiliation1.University of Macau
2.The University of Western Australia
First Author AffilicationUniversity of Macau
Recommended Citation
GB/T 7714
Desmond C.S. Lam,Alvin Y.C. Lee. The Influence Of Cultural Values On Brand Loyalty[C],2005:163-171.
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