“…The findings may be applicable to consumers in other collectivist nations, although this generalisation requires validation. Thus, future cross-cultural studies ( Li et al, 2017 , 2019 ; Jabeen et al, 2020 ; Mehmood et al, 2020 , 2022 ; Alkatheeri et al, 2021 ; Mehrajunnisa et al, 2021 ; Müller et al, 2021 ) on Western and Eastern cultures might be interesting.…”