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Cultural Influence on Brand Loyalty, How they tailor to Social Networking…

- - - - It is necessary for marketers to adapt their strategies taking into account individualism vs collectivism to fit cultural contexts
    - - Cultural influence has an affect on individual proness to brand loyalty. Respondents who scored high in individualism were less likely to switch brands, respondents who scored low were more likely to follow group norms.
    - - Culture shapes consumer responses to marketing by providing a framework for understanding behaviors. Individualistic cultures (e.g., North America) emphasize personal goals, while collectivistic cultures (e.g., Asia) prioritize group goals.
      - Ads highlighting personal benefits work better in individualistic cultures, while those emphasizing group benefits resonate more in collectivistic cultures. Additionally, East Asian cultures use holistic thinking, affecting judgment processes differently than the analytical thinking common in Western cultures.
    - - Individualistic cultures (USA) are more likely to like brand pages which reflect their personal identity. Collectivistic cultures (South Korea) Are more inclined to like brand pages that empahasise group benefits and social connections. .
    - - American consumers showed more collectivistic traits than Taiwanese consumers. Country of residence was a stronger predictor of loyalty than individualism or collectivism.
        
        Disagreement
    - - Consumers with high collectivist values are more loyal to a brand, especially when trust and perceived quality are low. However, perceived value did not directly affect loyalty. This may be due to indirect effects through other variables.
    - - The findings reveal that consumers low in (individual level collectivist values) ILCV become significantly more loyal to a brand, particularly when (perceived brand quality) PBQ is relatively at high levels. The main contribution of the study is that it presents the validated brand loyalty model with the interaction of ILCV.
    - - Culture is broadly known to influence international traveler purchasing behavior
    - - Hotel spas in Thailand traditionally catered to European and North American travelers. Recently, tourists from collectivist cultures like China, Korea, Japan, and Taiwan have increased, with Chinese guests making up about 50% of spa visitors. Including individualism and collectivism as moderators can provide valuable insights, but the cultural impact on spa tourists' loyalty is still largely unexplored.
    - - A high score of individualism implies that individual rights are dominant in one country. Managers operating in countries with high degrees of individualism are more concerned with their own interests than shareholders’ wealth and stakeholders’ requirements, and they are more likely to manage earnings for the pursuit of self-interests
  - - - Both brand personality and brand performance have a direct positive effect on brand loyalty.
  - - - Relative brand identification not only positively affects consumer loyalty but also moderates the relationship between brand personality and consumer loyalty.
  - - - Loyalty measures were negatively correlated with category purchase frequency and the number of Stock Keeping Units (SKUs) in the category.
        
        This means that as these factors increased, loyalty tended to decline somewhat
- - - - Perhaps as Koreans focus more on bonding with close ties, conversing with their contacts on a wide range of topics or cross-networking with others may not be as relevant as the other aspects of relational development. Overall, these findings on relational development are consistent with the dominant cultural values in the two countries.
- - - - It appears that respondents with a strong horizontal individualistic orientation tended to express more negative views on Web advertising, and thought of it as less informative and entertaining, than other groups.
        
        Web skills and knowledge, cultural values or orientations might serve as a fundamental and stable base in people’s belief and attitude formations.