Cultural Values and Consumers’ Brand Preference

A secondary dataset and three lab studies show that consumers’ cultural orientation significantly influences consumer’s brand preference. We also shed light on the mediator and a moderator. Theoretical and managerial contributions are discussed.



Citation:

Jessie J. Wang, Ashok K Lalwani, and Devon DelVecchio (2018) ,"Cultural Values and Consumers’ Brand Preference", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 844-845.

Authors

Jessie J. Wang, Miami University, Ohio
Ashok K Lalwani, Indiana University, USA
Devon DelVecchio, Miami University, Ohio



Volume

NA - Advances in Consumer Research Volume 46 | 2018



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