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Ethnic minority consumer behaviour: A study of brand loyalty and its antecedents in the UK

Krug, Albert Alexander 2008. Ethnic minority consumer behaviour: A study of brand loyalty and its antecedents in the UK. PhD Thesis, Cardiff University.

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Abstract

The main purpose of the present study is to advance the ethnic minorities' consumer behaviour literature in the UK, since the majority of research in this field has been conducted in the US. This is achieved by investigating the consumer behaviour of first and second/third generation British-Pakistanis in relation to their mobile phone purchases, addressing the lack of product category breath in current academic studies on micro-cultural consumption in the UK. The conceptual model integrates cultural dimensions such as: generational differences, acculturation, ethnic identification and the independent and interdependent self as antecedents of susceptibility to normative and informational influence, as well as brand loyalty. Furthermore, this study examines the effect of normative and informational influence on self-congruity, brand trust, brand attitude and brand loyalty and the way in which British-Pakistanis with different cultural dimensions vary in regards to brand loyalty, brand trust, brand attitude, normative and informational influence. In doing so, the study represents on of the few attempts made to compare the consumption patterns between first and second/third generation ethnic consumers in relation to important consumer behaviour phenomena, such as brand loyalty. Given the significance of the study, findings and contributions are advocated. The results show that generational differences in consumer behaviour between first and second /third generation British-Pakistanis exist, with the younger generation showing a higher disposition to act like the mainstream consumer population. Additionally, it was found that the combined effect of self-congruity, brand trust and brand attitude on brand loyalty revealed a strong effect (adjusted R2 = 0.52) and that the cultural dimensions such as acculturation level and the independent and interdependent self have an effect on susceptibility to interpersonal influence and brand loyalty. The present study advances the ethnic minorities' consumer behaviour literature by showing that generational differences in the consumption of fast moving consumer goods exist, and that ethnic minorities are not a homogeneous groups as has been assumed, but that strong consumption differences due to varying cultural dimensions exist.

Item Type: Thesis (PhD)
Status: Unpublished
Schools: Business (Including Economics)
Subjects: H Social Sciences > HF Commerce
H Social Sciences > HT Communities. Classes. Races
ISBN: 9781303183423
Date of First Compliant Deposit: 30 March 2016
Last Modified: 26 Oct 2017 08:26
URI: http://orca-mwe.cf.ac.uk/id/eprint/55763

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