| Summary: | 碩士 === 國立交通大學 === 管理科學研究所 === 82 === This thesis uses Hofstede''s four national cultural dimensio- ns
(power distance PD, unicertainty avoidance UA, individualism-
collectivism IDV, and masculity-femininity MAS)to investigate
the effects of culture on brand loyalty. We use six brand
loyalty indices, including behavioral propo- rtion-of-purchase
measure, attitudinal brand-preference measure, composite two-
dimension measure, stated brand commitment measure , price
until switching measure, and information search measure. The
data of questionnaires show in that the differences in brand
loyalty did exist;The brand loyalty of American samples toward
shampoo is higher than that of Taiwanese samples, because
American have higher IDV score;The brand loyalty of Taiwanese
sa- mples toward high price products is higher than that of
American samples, beacuse Taiwanese have higher UA scores;but
we also get a delimma about PD and name brand tennis shoes,
there is a high negative correlation between PD and IDV, that
may confuse the relation between PD and shoes.
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