Culture's Influence on Brand Loyalty Among Culturally Diverse Consumers in the United States
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 we...
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| Format: | Others |
| Language: | English English |
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Florida State University
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| Online Access: | http://purl.flvc.org/fsu/fd/FSU_migr_etd-4983 |