The effect of cultural dimensions on brand loyalty of consumers in the USA

This study examined the relationships between cultural dimensions and brand loyalty across culturally diverse groups in America. Two cultural dimensions were examined: individualism vs. collectivism (the extent to which individuals are self vs. family/community oriented) and masculinity vs. femininity (the extent to which status and achievement are valued and there are clear differences in gender roles). The relationships between these two dimensions and brand loyalty were examined across four ethnic groups: Caucasians, African Americans, Asian/Pacific Islanders and Hispanics. Hispanics were separated into two groups based on the language in which they chose to complete the survey (Hispanic English and Hispanic Spanish). It was hypothesised that: (1) ethnic groups that were more collectivist would display higher brand loyalty; and (2) ethnic groups that were more masculine would display higher brand loyalty. It was found that ethnic groups in the USA differed significantly in individualism vs. collectivism and masculinity vs. femininity. Cultural dimensions were also predictors of brand loyalty but only African Americans displayed significantly higher brand loyalty when compared to other groups. These findings challenge popular assumptions that all of the major minority groups are generally more brand loyal than non-Hispanic whites. While cultural dimensions are significant predictors of brand loyalty they did not produce significant between-ethnic group differences between most groups in the study. This underscores the importance of category-, product- and brand-specific studies of brand loyalty in ethnic groups in the USA.