The Impact of Individualism/Collectivism and Masculinity/Femininity on Brand Loyalty: A Mediation Role of Perceived Ease of Use
Zakaria Abdiwali Mohamed
Abstract:Cultural dimensions have varying impacts on brand loyalty. This signifies that each cultural dimension is associated with brand loyalty in different ways. The influence of individualism/collectivism and masculinity/femininity dimensions on brand loyalty is dependent on the levels of these dimensions in different countries. Given the significance of cultural dimensions in relation to brand loyalty, this study aims to investigate the impact of individualism/collectivism and masculinity/femininity on brand loyalt… Show more
Set email alert for when this publication receives citations?
scite is a Brooklyn-based organization that helps researchers better discover and understand research articles through Smart Citations–citations that display the context of the citation and describe whether the article provides supporting or contrasting evidence. scite is used by students and researchers from around the world and is funded in part by the National Science Foundation and the National Institute on Drug Abuse of the National Institutes of Health.