Use this URL to cite or link to this record in EThOS:
Title: A cross-cultural study of the influence of personal cultural orientation on brand loyalty
Author: Huang, Jo-Ting
ISNI:       0000 0004 6495 5463
Awarding Body: University of Bradford
Current Institution: University of Bradford
Date of Award: 2015
Availability of Full Text:
Access from EThOS:
Access from Institution:
This thesis investigates a generalisable cross-cultural model for brand loyalty by integrating extant theories of personal cultural orientation (of individualism and collectivism), self-congruity (actual, ideal, social, and ideal social self-congurity), customer satisfaction, attitudinal brand loyalty, and behavioural brand loyalty. Creating brand loyalty is a key branding issue in modern marketing. Brands are faced with the challenge of building, maintaining, and increasing their capacity to drive customer loyalty across borders with consumers of different cultures. Notwithstanding the growth of culturally centered brand loyalty research, the focus of research today continues to be on cross-cultural differences, often overlooking the generalisable cross-cultural path to consumer brand loyalty. This study instead addresses this overlooked topic of cross-cultural generalisabilities across nations. To assess the cross-cultural generalisability of the conceptual model, survey data from a non-student sample were collected from middle-class, Generation Y individuals of the relevant nationality who have always lived in China, Singapore, or the United States. After performing data cleaning procedures, 541 usable responses from three countries were analysed with the use of the SEM model. The findings show that the personal cultural orientation of collectivism has a positive effect on behavioural brand loyalty through ideal social self-congruity, customer satisfaction, and attitudinal brand loyalty. These findings extend brand loyalty research by considering how an individual’s personal cultural orientation impacts brand loyalty. Moreover, the findings offer marketers increased insight into consumers’ brand loyalty formation process in cross-cultural contexts. The limitations of the study and suggestions for future research are also presented.
Supervisor: Not available Sponsor: Not available
Qualification Name: Thesis (Ph.D.) Qualification Level: Doctoral
EThOS ID:  DOI: Not available
Keywords: Brand loyalty ; Self-congruity ; Customer satisfaction ; Personal cultural orientation ; Individualism ; Collectivism ; Cross-cultural ; Cross-national