Nexus among the Hofstede Cultural Dimensions and Consumer Brand Loyalty: Empirical Evidence from Pakistan

Abstract

Purpose: The current research aims to investigate the nexus among Hofstede’s national cultural dimensions and consumer brand loyalty in Southern Punjab, Pakistan. These cultural dimensions represent the independent fondness of one state of affairs over another that distinguishes the country’s culture (rather than individuals) from each other. Design/Methodology/Approach: Current research adopts a survey research method for data collection following the quantitative research strategy. Primary data through a self-administrated questionnaire was collected from individuals in southern Punjab, Pakistan’s major cities. Current research has targeted 1110 individuals for data collection, out of which 900 people responded positively to our instruments. Descriptive statistics, Spearman correlation, and multiple regressions techniques were used to analyze the impact of Hofstede’s cultural dimensions on brand loyalty. Findings: The current research findings are fascinating as spearman’s correlation shows that Cultural dimensions have a positive relationship but are negatively associated with consumer brand loyalty. Multiple regression analysis results also show that cultural dimensions do not significantly impact consumer brand loyalty. Implications/Originality/Value: In the Pakistani cultural context, brand loyalty does not take much influence from the cultural values, but there could be some other factors that may affect brand loyalty. Further researchers can explore the exciting reasons for the current research results. Future studies can also explore the other factors which may influence brand loyalty, especially in the culture of southern Punjab, Pakistan.

Keywords

• Hofstede’s Cultural Dimensions
• Consumer
• Brand Loyalty
• Pakistan