Cross-cultural differences in European and Asian men and women’s consumption of fragrance

Granleese, Jackie (2014) Cross-cultural differences in European and Asian men and women’s consumption of fragrance. In: The International Management Development Association’s 23rd Annual World Business Congress, 2014-06-24 - 2014-06-28, Sheraton Hotel.

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    Abstract

    In a cross-cultural study that compares European (N=32) and Asian (N=36) men, Asian men demonstrate significantly more collectivist consumer behaviour but no significant differences in their brand loyalty behaviour for fragrance consumption. This pattern is not found for European (N=38) and Asian (N=70) women. Asian women exhibit significantly more collectivist values in their consumer behaviour for fragrance consumption, while European women exhibit significantly more individualistic values for brand loyalty. The findings for men may be explained in that fragrance consumption is a relatively new behaviour for both the largely collectivist Asian countries and the largely individualist European countries.

    Item Type: Conference or Workshop Item (Paper)
    Uncontrolled Keywords: cross-country questionnaire study,fragrance
    Faculty \ School: Faculty of Social Sciences > Norwich Business School
    Depositing User: Pure Connector
    Date Deposited: 01 Aug 2014 14:54
    Last Modified: 08 Apr 2019 01:19
    URI: https://ueaeprints.uea.ac.uk/id/eprint/49398
    DOI:

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