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.
|Number of pages||6|
|Publication status||Published - 24 Jun 2014|
|Event||The International Management Development Association’s 23rd Annual World Business Congress - Sheraton Hotel, Ankara, Turkey|
Duration: 24 Jun 2014 → 28 Jun 2014
|Conference||The International Management Development Association’s 23rd Annual World Business Congress|
|Period||24/06/14 → 28/06/14|
- Cross-country questionnaire study