Share these talks and lectures with your colleagues
Invite colleaguesResearch paper
The effect of cultural dimensions on brand loyalty of consumers in the USA
Journal of Cultural Marketing Strategy,
1
(1),
64-79
(2015)
Abstract
This study examined the relationships between cultural dimensions and brand loyalty across culturally diverse groups in America. Two cultural dimensions were examined: individualism vs. collectivism (the extent to which individuals are self vs. family/community oriented) and masculinity vs. femininity (the extent to which status and achievement are valued and there are clear differences in gender roles). The relationships between these two dimensions and brand loyalty were examined across four ethnic groups: Caucasians, African Americans, Asian/Pacific Islanders and Hispanics. Hispanics were separated into two groups based on the language in which they chose to complete the survey (Hispanic English and Hispanic Spanish). It was hypothesised 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 ethnic groups in the USA differed significantly in individualism vs. collectivism and masculinity vs. femininity. Cultural dimensions were also predictors of brand loyalty but only African Americans displayed significantly higher brand loyalty when compared to other groups. These findings challenge popular assumptions that all of the major minority groups are generally more brand loyal than non-Hispanic whites. While cultural dimensions are significant predictors of brand loyalty they did not produce significant between-ethnic group differences between most groups in the study. This underscores the importance of category-, product- and brand-specific studies of brand loyalty in ethnic groups in the USA.
Keywords: brand loyalty; culture; cultural dimensions; individualism vs collectivism; masculinity vs femininity
The full article is available to subscribers to the journal.
Author's Biography
Neleen S. Leslie is a multicultural marketing communications researcher at the Center for Hispanic Marketing Communication at Florida State University. She also serves as the immediate past president (ex officio) of the National Association of Graduate-Professional Students and as an adjunct professor at Bainbridge State College. Neleen spent three years as a marketer in the Jamaican pharmaceutical industry before entering graduate school. She earned a Masters of Science in integrated marketing and management communication from Florida State University in 2011, a Masters of Science in measurement and statistics, and a PhD in communication from Florida State University in May 2015.
Felipe Korzenny has over 30 years of experience conducting research with US Hispanics and has expertise in multiple product and service categories. He joined Florida State University in 2003 where he founded and directed the first Center for Hispanic Marketing Communication in the USA. Upon his retirement he was designated Professor Emeritus at Florida State University. Prior to 2003, Dr Korzenny was Principal and Co-Founder of Cheskin. Before merging his company with Cheskin in 1999 he was President and CEO of Hispanic & Asian Marketing Communication Research, the company he founded in 1984 to assist Fortune 500 companies in understanding and communicating effectively with the Hispanic and Asian markets in the US and abroad. Dr Korzenny holds an MA and a PhD from Michigan State University in Communication Research. He has published six books and almost a hundred research publications dealing with communication and culture, and he is a prominent speaker at nationwide symposia and conferences on Hispanic markets.
