Article2009

Cross‐national invariance of the effect of personal collectivistic orientation on brand loyalty and equity

63 citations0/0 files storedAsia Pacific Journal of Marketing and Logistics

No readable copy stored yet — this record is metadata only.

No open-access location is known for this record yet.

Literature note Cite in a project Citation map

Consumer Behavior in Brand Consumption and Identification Customer Service Quality and Loyalty Cultural Differences and Values

Abstract

Purpose This study seeks to examine whether or not the effect of personal cultural orientation on brand‐related consumer behaviors functions invariably at the individual level in two culturally opposite countries (South Korea and the USA). Design/methodology/approach Data were collected from college students from South Korea and the USA. A total of 415 eligible questionnaires were collected: 212 South Korea and 203 USA. Data analysis was conducted using Multivariate analysis of variance. Findings It was found that personal collectivistic orientation had a significant effect on both brand loyalty and equity among both Americans and Koreans. Brand loyalty was higher among people of high collectivism than those of low collectivism across brands in both the US and South Korean samples. Likewise, brand equity was also higher among people of high collectivism than those of low collectivism across brands in both countries. These findings indicated that regardless of their national culture, collectivist consumers would show higher brand loyalty and equity than individualist consumers. Research limitations/implications One limitation was that only one product category was examined in only two countries. Future research will need the validate the findings by including more product categories across more countries. In addition, other types of personal cultural orientation need to be investigated. Originality/value One major contribution of the study is that it examines the personal cultural orientation, not stereotyping consumers by their country or subculture membership. The other contribution is that the effect of personal collectivistic orientation holds regardless of country‐level culture.

Paper brief

Loading…

Cite this work

Citation unavailable for this work.

BibTeX RIS CSL-JSON

No public copy is stored for this record, so only the metadata is cited.

Citations in this library

Citation map →

Stored only when both papers are in the corpus — 63 citations exist upstream.

References

2002Culture's Consequences: Comparing Values, Behaviors, Institutions, and Organizations across Nations 1993Cultures and Organizations: Software of the Mind.2001The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty 1991Managing Brand Equity 1987Toward a universal psychological structure of human values.1983THE GLOBALIZATION OF MARKETS 2000An Examination of Selected Marketing Mix Elements and Brand Equity 2001Developing and validating a multidimensional consumer-based brand equity scale

Cited by

2017Tightness–looseness: A new framework to understand consumer behavior 2013Customer Personal Features as Determinants of the Formation Process of Corporate Social Responsibility Perceptions 2017Personal traits and customer responses to CSR perceptions in the banking sector 2016The dynamic models of consumers’ symbolic needs: in the context of restaurant brands 2010Interactions between price and price deal

Explore the map →

Papers that cite the same references — the relational fallback while embeddings are still backfilling.

Imported from OpenAlex (CC0) — nothing here is generated.