The Effects of Culture on Brand Loyalty-The Comparison Between Taiwan and America

• Main Authors: CHANG, WAY-YANG, 張維揚
• Other Authors: HUANG, JEN-HUNG
• Format: Others
• Language: zh-TW
• Published: 1994
• Online Access: http://ndltd.ncl.edu.tw/handle/81028007831169447438

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.