Individualistic Vs Collectivistic Culture: the Effect on Consumer-Brand Relationships

Consumer-brand relationships have been studied as independent from culture. However, previous research has demonstrated the need to validate consumer behavior theories in cross-cultural contexts. The conclusion of this article is that consumer-brand relationships will vary across cultures with different levels of individualism versus collectivism.


Sandra Nunez and Salvador Trevino (2014) ,"Individualistic Vs Collectivistic Culture: the Effect on Consumer-Brand Relationships", in LA - Latin American Advances in Consumer Research Volume 3, eds. Eva M. González, Tina M. Lowrey, and , Duluth, MN : Association for Consumer Research, Pages: 79-79.


Sandra Nunez, Tecnologico de Monterrey, Mexico
Salvador Trevino, Tecnologico de Monterrey, Mexico


LA - Latin American Advances in Consumer Research Volume 3 | 2014

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