Culture’s Effect on Brand Loyalty: How and Why Culture Affects Purchase Intent

Conference: The Asian Undergraduate Research Symposium (AURS10)
Title: Culture’s Effect on Brand Loyalty: How and Why Culture Affects Purchase Intent
Stream: Economics and Business Studies
Presentation Type: Poster Presentation
Authors:
Yangyang Liu, Musashino University, Japan
Kevin Saifon Green , Musashino University, Japan
Evan Ramli, Musashino University, Japan

Abstract:

"Brand loyalty is a continuous preference for the same brand over time, causing repeated brand purchasing, despite situational or competitors influences” (Chaudhuri & Holbrook, 2001). Brand loyalty is important as it can be an indicator for how good a product is, if there are repeat customers, they are most likely to recommend it to their friends and reinforce the brand’s standing in the competitive market. A big factor that affects brand loyalty is culture, "Culture can be defined as a patterned way of thinking, feeling, and reacting commonly to a particular group of people" (Jang & Shin, 2019). A customer from China may feel more inclined to purchase a red product due to its cultural connotations, while in other cultures it may come across as a dangerous color, rather than the lucky symbolism it holds in China. The purpose of this paper is to see cultural differences and how brands can increase sales by adapting to suit different cultures via utilizing the information written within. Focusing on culture pushes the narrative that the brand isn’t just a brand but instead, making the consumer believe that the brand is reacting along with them. Bringing the brand closer to the customer creates a long-lasting and the impression that the brand will align itself with the customer's values. We expect our upcoming research results to provide guidance for companies seeking to expand overseas.

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