1. Neleen Leslie Florida State University
culture’s influence on brand loyalty AMONG culturally diverse consumers in the United states
Neleen Leslie
Florida State University

2. Background
On April 1, 2010 there were million people living in the United States.
64%- Non- Hispanic Whites
34.2%- Major minority groups
Hispanics represented over half of the total population growth.
This trend will continue:
The Hispanic and Asian populations are expected to more than double between 2000 and 2050
Non- Hispanic whites are expected to decrease as a percentage of the total population

3. Minorities will soon represent more than 1/2 of the U.S. population
What does this mean?
Minorities will soon represent more than 1/2 of the U.S. population

4. Background Key Terms: Ethnicity Culture Individualism vs. Collectivism
Masculinity vs. Femininity
(Proneness to) Brand Loyalty

5. Background
Ethnic group identification is based on more than physical characteristics.
Culture (shared values, meanings) forms the core of ethnicities.
Culture regulates all behavior and shapes consumer decision making
Brunso & Grunert (1998) found differences in purchasing behavior in people from different countries.

6. IDV vs. COLL
Individualism is the extent to which one looks after him or herself and immediate family only, and want to be different from others.
EAs were found to be both more individualistic (valuing personal independence more), and less collectivistic (feeling duty to in-groups less) than others (Oyserman, Coon & Kemmelmeir, 2002).

7. IDV vs. COLL
Collectivism is the extent to which people belong to groups and value loyalty to each other.
People from from Asian cultures are likely to be more collectivist ( Hsu, 2011; Morse, 2009)
Hispanic culture stresses conformity (Korzenny & Korzenny, 2005)
African Americans are thought to be more NHW (Okoro, Carden & Marshall, 2008)

8. MAS vs. FEM
Masculinity is the extent to which achievement and success are highly valued; gender roles are clearly defined.
Communication styles of males and females will differ in these cultures.
Nonverbal communication may also be utilized more by specific gender group
Femininity is the extent to which caring for others and quality of life are highly valued
Young African Americans use material possessions to display status and achievement to others (Fisher, 1996).

9. In the Literature Brand name purchase is related to collectivism
Well known brands show social status and “rightful place”
Brand name items are used as status symbols in masculine cultures and are used to signify success and achievement.
African Americans consume brands to feel accomplishment and to show achievement
Substitute achievable status symbols for ones they have not yet achieved

10. In the Literature
Brand loyalty is important to business because it boosts profitability
Pareto principle
Cultural influences have been seen in the purchase behavior of adolescents from different ethnicities:
African American and Hispanic adolescents displayed brand loyal tendencies.
Lam (2007) found:
Significant correlations between Individualism vs. Collectivism and brand loyalty

11. Why This Topic?
While it has been established that cultural differences exist between ethnic groups in the US, specific cultural dimensions associated with these groups have not yet been studied.
Looking at cultural dimensions may provide insights into cultural influences on consumers’ relationship with brands.
Since culture is a key determinant if consumer behavior, I believe that there is a direct link between cultural dimensions and brand loyalty.

12. The Hypotheses
H1: Ethnic groups that are more collectivist will display higher levels of brand loyalty
H2: Ethnic groups that are more masculine will display higher levels of brand loyalty
H3: Ethnic groups that are both masculine and collectivist will display the highest levels of brand loyalty.

13. Data Collection
The data for this study was collected in an online survey conducted by DMS Insights
A random sample of respondents was selected based on their demographic characteristics and invited to participate the survey based on quota requirements.
IDV vs. COLL & MAS vs. FEM (Dorfman & Howell, 1988; Robertson & Hoffman, 2000; Lam, 2007) measured on 5 point Likert-type scale 0 (Completely Disagree) to 5 (Completely Agree)

14. Data Collection

16. Preliminary Regression Analyses
Brand Loyalty
MAS .155 (p<.001)
COLL .352 (p<.001)
Gender .051 (p<.01)

17. Tests of Linearity COLL: F=6.008; p<.05 MAS: F=4.274; p<.05
Most notable deviations for AA.
R2=1%

18. Adjusted Mean Ranks Individualism vs. Collectivism
1st: API (.141)
2nd: HS (.101)
3rd: AA (.043)
4th: HE (.023)
5th: HS(-.265)
Masculinity vs. Femininity
1st: API (.189)
2nd: HE (.091)
3rd: AA (.038)
4th: HS (-.043)
5th: NHW (-.260)

19. Brand Loyalty ANCOVA Rankings 1st: AA (.179) 2nd: HS (.018)
3rd: API (-.009)
4th: HE (-.018)
5th: NHW(-.138)

20. Brand Loyalty AA> CAUC (.317) AA>HE (.197) AA>API ( .188)
Post Hoc Analysis
Brand Loyalty
AA> CAUC (.317)
AA>HE (.197)
AA>API ( .188)

21. Discussion
Cultural dimensions are significant predictors of brand loyalty
Ethnic groups in the U.S. differ significantly on these cultural dimensions
Education and gender are also significant predictors of these cultural dimensions and brand loyalty.
Males more collectivist?
However, cultural dimensions cannot be used to differentiate brand loyalty among ethnic groups
COLL: 3 of 5 ethnic groups maintained their rankings
MAS: Only NHW maintained their ranking

22. Questions?
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