Green Marketing

Topics: Marketing, Geert Hofstede, Culture Pages: 13 (3929 words) Published: June 26, 2013
European Journal of Social Sciences – Volume 20, Number 1 (2011)

Cultures Effect on Brand and Store Loyalty: A Research in Turkey Mehmet Ozer Demir Elmali M.Y.O., Akdeniz University, Antalya, Turkey E-mail: mozerdemir@akdeniz.edu.tr Tel: +90-242-3102023; Fax: +90-242-73102023 Nedim Yuzbasioglu Tourism and Hotel Management School, Akdeniz University, Antalya, Turkey E-mail: nedimy@akdeniz.edu.tr Tel: +90-242-3102023; Fax: +90-242-73102023 Abstract The study suggests, and tests that culture has an influence on consumers’ loyalty intentions. This study argues that culture may overshadow marketing efforts as consumers are culturally brand and store loyal. Considering consumers are culturally or genetically loyal means marketing efforts are meaningless at some degree. Brand loyalty is a very complex structure, and this study proposes that consumers may tend to be loyal culturally. We are aware that culture does not explain all loyalty intentions, but has influence on consumers’ tendency to be loyal. Studies have shown that culture has a strong influence on consumers’ values, perceptions and actions that shape consumers’ attitudes and behavior. There have been numerous studies on the effects of culture on the marketing mix, this paper examines the influence of culture on consumer brand and store loyalty. Hofstede’s typology is operationalized in this study to empirically examine the cultural effects on consumers loyalty itentions. In this study is used Structural Equation Modelling.

Keywords: Culture studies, Brand Loyalty, Store Loyalty, Hofstede, Structural Equation Modelling.

1. Introduction
Marketing practices in general are shaped under marketing environment conditions, specifically culture. Researchers has shown that culture has a strong influence on the values, perceptions and actions of the consumers (Trompenaars, 1994; Chow, Deng and Ho 2000; Chaplin and John 2005; Escalas and Bettman 2005; Fournier 1998; Muñiz and O’Guinn 2001), and that culture can influence advertising, marketing strategies and buying habits (Green, 1999; Grier and Brumbaugh, 1999; Simester et al., 2000; Taylor and Miracle, 1996; Ueltschy and Ryans, 1997), however, research on cultures effect on loyalty remains unsatisfactory. Culture is accounted for loyalty, as a factor that has a significant influence in brand activities (Cayla and Arnould 2008; Eckhardt and Houston 2002; Guzman and Paswan 2009). Brand managers should understand how cultural nuances influence loyalty so that in strategic planning stage they can emphasize brand characteristics effectively in a culture. Numerous researchers studied loyalty, however, there is no consensus on loyalty; its definition remains pale, and its measurement depend on the study took place. While there are different approaches explaining the mental processes leading loyalty, the question whether consumers tend to be loyal culturally or genetically, or consumers become loyal remains still. Influence of cultural 81

European Journal of Social Sciences – Volume 20, Number 1 (2011) dimensions, such as individualism, masculinity, uncertainity avoidance, and power distance based on Hofstede’s cultural typology, a well studied and validated measure in cultural studies (Hofstede 1980, 2001), on brand loyalty and store loyalty is investigated in this paper. The study suggests, and tests that culture has an influence on consumers’ loyalty intentions. This study argues that culture may overshadow marketing efforts as consumers are culturally brand and store loyal. Considering consumers are culturally or genetically loyal means marketing efforts are meaningless at some degree. Brand loyalty is a very complex structure, and this study proposes that consumers may tend to be loyal culturally. We are aware that culture does not explain all loyalty intentions, but has influence on consumers’ tendency to be loyal.

2. Brand Loyalty
Martineau (1958) was first to claim that consumers not only attached to physicall...

References: [23]
European Journal of Social Sciences – Volume 20, Number 1 (2011) [24] [25] [26] [27] HERBIG, P
Continue Reading

Please join StudyMode to read the full document

You May Also Find These Documents Helpful

  • Green Marketing Essay
  • The Rising Trend of Marketing Green Essay
  • Red to Green Research Paper
  • Green Monster Essay
  • Red From Green Essay
  • The Green Berets and Casualties of War Research Paper
  • The Green Light In The Great Gatsby Research Paper
  • The Green Light Theory Essay

Become a StudyMode Member

Sign Up - It's Free
Bilal: A New Breed of Hero | CC Corso Como | Watch Movie