This study was aimed at examining the relationships between culture and brand loyalty across culturally diverse groups in America. Two cultural dimensions were examined: Individualism vs. Collectivism and Masculinity vs. Femininity. The relationships between these two dimensions and brand loyalty were examined across five ethnic groups: Caucasians, African Americans, Asian/Pacific Islander, Hispanic English and Hispanic Spanish. It was hypothesized 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 cultural dimensions are predictors of brand loyalty and that African Americans were the most brand loyal ethnic group. / A Thesis submitted to the School of Communication in partial fulfillment of the requirements for the degree of Master of Science. / Fall Semester, 2011. / October 21, 2011. / brand loyalty, culture, ethnicity, marketing, multicultural / Includes bibliographical references. / Felipe Korzenny, Professor Directing Thesis; Gary Heald, Committee Member; Brian Parker, Committee Member.
| Identifer | oai:union.ndltd.org:fsu.edu/oai:fsu.digital.flvc.org:fsu_182969 |
| Contributors | Leslie, Neleen (authoraut), Korzenny, Felipe (professor directing thesis), Heald, Gary (committee member), Parker, Brian (committee member), School of Communication (degree granting department), Florida State University (degree granting institution) |
| Publisher | Florida State University, Florida State University |
| Source Sets | Florida State University |
| Language | English, English |
| Detected Language | English |
| Type | Text, text |
| Format | 1 online resource, computer, application/pdf |
| Rights | This Item is protected by copyright and/or related rights. You are free to use this Item in any way that is permitted by the copyright and related rights legislation that applies to your use. For other uses you need to obtain permission from the rights-holder(s). The copyright in theses and dissertations completed at Florida State University is held by the students who author them. |
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