The moderating role of Hofstede’s cultural dimensions in the customer-brand relationship in China and India

Abstract

Purpose – The purpose of this paper is to enhance the understanding of customer-brand relationships in the international marketplace, and empirically investigates and compares the customer-brand relationship development process between Indian and Chinese markets. In detail, four out of Hofstede’s original five national culture dimensions were adopted as moderators in the process of customer-brand relationship development between two markets. Design/methodology/approach – To test hypotheses, responses from 539 Indian and 400 Chinese mobile phone consumer samples were achieved, and the proposed model was estimated by using structural equations based on the partial least squares algorithm. Findings – The results demonstrate that utilitarian value and brand affect play a significant role in building brand loyalty for Chinese consumers, while hedonic value and perceived risk contribute more in building brand loyalty for Indian consumers. Research limitations/implications – This study indicated that the cultural difference affects both on brand trust formation and on the relationship between brand trust/affect and brand loyalty, implying that more customized brand management strategies should be adopted. Practical implications – Global brand values must be communicated for each culture appropriately. It is desirable that the identified match, utilitarian value-Chinese customers and hedonic value-Indian customers, be consistently presented to each cultural market in a more integrative manner. Originality/value – This study identified that the route from the development of value proposition to building up brand trust and brand affect is a critical step toward achieving brand loyalty in Indian and Chinese markets.

Psychological contract violation and customer intention to reuse online retailers: Exploring mediating and moderating mechanisms

“…The literature suggests that one way of measuring e-commerce success is to ensure that online customers keep using a particular website and make purchases from it without changing to another retailer, which is also termed 'e-loyalty' (Wang, 2008). Usage intentions serve as a reasonable proxy for actual usage behaviour in marketing studies (Jang & Namkung, 2009;Rose et al, 2012); hence, the terms 'continued intention to use', 'intention to reuse or return', and 'repeat purchase' all have connotations similar to 'e-loyalty' (Chen et al, 2015). Given the significance of customer loyalty for e-retailers, this study takes 'intention to reuse' as the key outcome variable, as it signifies online customer loyalty and repurchase intentions (Rose et al, 2012).…”

“…Thus, instances of PCV, regarding delivery delays, reliability of the quality of goods delivered, and financial loss or fraud in transactions, are quite common and continue to inhibit the expansion of the Indian e-retailing sector (Pandey et al, 2015). Thus, given India's growing global economic e-tailing impact and recent calls in the literature to investigate eretailing issues in such developing-country contexts (Chen et al, 2015;Jin et al, 2008;Rose et al, 2012;Smith et al, 2013), this study is likely to be of interest to both researchers and practitioners.…”

Branding with understanding: how national profile of consumer influences brand value perception

“…Mazanec et al [13] state, with using this model, existence of impact of socio-cultural profile of customers on their buying behavior. Hur et al [5] state the impact of national specifics on perception of the brand value with using of this model. However, their findings have only general nature and they do not pay attention to the issue of detecting the degree of influence of individual attributes of socio-cultural profile to the brand value.…”

Análise da propensão à lealdade, seus antecedentes e consequências em dois grupos culturais distintos

“…As estratégias de marketing, construção de produto e conexão com o consumidor, tomadas pelas empresas podem ser interpretadas diferentemente entre as nações (Hur, Kang & Kim, 2015), uma vez que a motivação de um indivíduo para consumir não é meramente pelos atributos do produto, mas também pelo entendimento e significado que a cultura dá ao produto e ao ato da compra (Ijewere & Odia, 2012). Logo, as características culturais de um país, incluindo a sua orientação cultural, fazem parte do conjunto de elementos que influencia o comportamento dos consumidores frente às estratégias de marketing (Frank, Enkawa & Schavaneveldt, 2015).…”

“…Por fim, Hur et al (2015) indicam a necessidade de estudos que investiguem a lealdade em âmbitos internacionais, já que a relação da cultura no processo de decisão do consumidor não tem sido suficientemente explorada, apesar da importância da adaptação, entre as culturas, das estratégias de marketing em um mercado global (Frank et al, 2015). Além disso, integrantes de sociedades individualistas não se importarão em trocar de marca se o objetivo for buscar maior satisfação (Yoo, 2009).…”