Individualism vs. Collectivism and Masculinity vs. Femininity's Effect on Brand Loyalty among Diverse Consumers in the United States

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Conference Proceeding

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General Papers

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This study was aimed at examining the relationships between culture and brand loyalty across culturally diverse groups in America. Two cultural dimensions were examined: Individualism vs. Collectivism and Masculinity vs. Femininity. The relationships between these two dimensions and brand loyalty were examined across five ethnic groups: Caucasians, African Americans, Asian/Pacific Islander, Hispanic English and Hispanic Spanish. It was hypothesized that 1) ethnic groups that were more collectivist would display higher brand loyalty; and 2) ethnic groups that were more masculine would display higher brand loyalty.

It was found that cultural dimensions are predictors of brand loyalty and that African Americans were the most brand loyal ethnic group.

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