Cross-cultural differences in European and Asian men and women’s consumption of fragrance

Jackie Granleese

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In a cross-cultural study that compares European (N=32) and Asian (N=36) men, Asian men demonstrate significantly more collectivist consumer behaviour but no significant differences in their brand loyalty behaviour for fragrance consumption. This pattern is not found for European (N=38) and Asian (N=70) women. Asian women exhibit significantly more collectivist values in their consumer behaviour for fragrance consumption, while European women exhibit significantly more individualistic values for brand loyalty. The findings for men may be explained in that fragrance consumption is a relatively new behaviour for both the largely collectivist Asian countries and the largely individualist European countries.

Original languageEnglish
Number of pages6
Publication statusPublished - 24 Jun 2014
EventInternational Management Development Association’s 23rd Annual World Business Congress - Sheraton Hotel, Ankara, Turkey
Duration: 24 Jun 201428 Jun 2014


ConferenceInternational Management Development Association’s 23rd Annual World Business Congress


  • Cross-country questionnaire study
  • Fragrance

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