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

Brought To You Live”: On The Consumption Experience of Live Social Media Streams

Nofar Duani, New York University, USA
Alixandra Barasch, New York University, USA
Adrian Ward, University of Texas at Austin, USA

Read More

Featured

The Impact of Anthropomorphized Cute Brands on Consumer Preferences for Distinctive and Majority-Endorsed Products

Marina Puzakova, Lehigh University
Nevena T Koukova, Lehigh University

Read More

Featured

Why Do People Who Have More Enjoy Horror More?

Haiyang Yang, Johns Hopkins University
Kuangjie Zhang, Nanyang Technological University, Singapore

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.