publication . Conference object . 2014

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

Granleese, Jackie;
Open Access English
  • Published: 24 Jun 2014
  • Country: Japan
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 th...
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