Cultural Influence on Proneness to Brand Loyalty

Abstract

AbstractCulture can influence consumers' attitudes and behavior. While there have been numerous studies on the impact of culture on the marketing mixes, few researchers have examined the influences of cultural values on individuals' proneness to brand loyalty. Using Hofstede's cultural dimensions, this study empirically examined cultural effects on individuals' reported proneness to brand loyalty. The study found that people who scored high in individualism and uncertainty avoidance have greater proneness to brand loyalty. The implications of these findings on marketing are discussed.Key Words: Culturebrand loyaltyconsumer behavior