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

Jackie Granleese

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

Jackie Granleese

Norwich Business School

Research output: Contribution to conference › Paper › peer-review

28 Downloads (Pure)

Abstract

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 language	English
Pages	323-328
Number of pages	6
Publication status	Published - 24 Jun 2014
Event	International Management Development Association’s 23rd Annual World Business Congress - Sheraton Hotel, Ankara, Turkey Duration: 24 Jun 2014 → 28 Jun 2014

Conference

Conference	International Management Development Association’s 23rd Annual World Business Congress
Country/Territory	Turkey
City	Ankara
Period	24/06/14 → 28/06/14

UN SDGs

This output contributes to the following UN Sustainable Development Goals (SDGs)

SDG 12 Responsible Consumption and Production

Keywords

Cross-country questionnaire study
Fragrance

Access to Document

Cultural Differences in Consumer Behaviour for Fragrances 15 05 2014 (2)Submitted manuscript, 45.4 KB

Cite this

@conference{e41f2da8b605479a857d76d67f870e3f,

title = "Cross-cultural differences in European and Asian men and women{\textquoteright}s consumption of fragrance",

abstract = "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. ",

keywords = "Cross-country questionnaire study, Fragrance",

author = "Jackie Granleese",

year = "2014",

month = jun,

day = "24",

language = "English",

pages = "323--328",

note = "International Management Development Association{\textquoteright}s 23rd Annual World Business Congress ; Conference date: 24-06-2014 Through 28-06-2014",

}

TY - CONF

T1 - Cross-cultural differences in European and Asian men and women’s consumption of fragrance

AU - Granleese, Jackie

PY - 2014/6/24

Y1 - 2014/6/24

N2 - 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.

AB - 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.

KW - Cross-country questionnaire study

KW - Fragrance

M3 - Paper

SP - 323

EP - 328

T2 - International Management Development Association’s 23rd Annual World Business Congress

Y2 - 24 June 2014 through 28 June 2014

ER -