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



Share Proceeding

Featured papers

See More

Featured

The Power of Pottymouth in Word-of-Mouth

Katherine C Lafreniere, University of Alberta, Canada
Sarah G Moore, University of Alberta, Canada

Read More

Featured

Green Experiences: Using Green Products Improves the Accompanying Consumption Experience

Ali Tezer, HEC Montreal, Canada
H. Onur Bodur, Concordia University, Canada

Read More

Featured

N6. Not Myself: The Impact of Secret-Keeping on Consumer Choice Regret

DONGJIN HE, Hong Kong Polytechic University
Yuwei Jiang, Hong Kong Polytechic University

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.