An Investigation of the Relationship between National Culture and Brand Loyalty – A Cross-Cultural Comparison between UK and Turkey in Luxury Fashion Online Brand Communities
Gulsun, Zeynep Seyda (2014) An Investigation of the Relationship between National Culture and Brand Loyalty – A Cross-Cultural Comparison between UK and Turkey in Luxury Fashion Online Brand Communities. [Dissertation (University of Nottingham only)] (Unpublished)
Brand loyalty is accepted as one of the main indicators of brand equity which represents the overall value of the brand with its assets and liabilities. The purpose of this paper is to understand the relationship between national culture and brand loyalty since the former studies about brand loyalty have been merely carried out in Western cultures which have individualistic societies. This study endeavours to examine these aspects in luxury fashion brand communities since it is known that brand loyalty has a significant influence on customers’ preferences in luxury fashion sector. Netnographic research and qualitative interviews were conducted in UK and Turkey as these countries have significant cultural differences.
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