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The Impact of Cultural Differences on Consumer Behavior in Individualist and Collectivist Societies: A Study of Advertising Effectiveness and Brand Loyalty in Germany and Turkey

In: Digital Management to Shape the Future

Author

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  • Laçin Serra Ateş

    (Hochschule Fresenius)

Abstract

This paper examines the impact of cultural orientation—specifically individualism and collectivism—on brand loyalty and advertising effectiveness, focusing on a comparative study between Turkey and Germany. The study hypothesizes and explores the role of cultural orientation in shaping these aspects using self-administered survey data and statistical analysis. The findings highlight moderate levels of individualism and collectivism in both societies, reflecting shifts influenced by education and socio-political factors. Brand loyalty was high in both cultures, with Turkish consumers showing emotional connections to brands and Germans prioritizing quality. Despite comparable scores in advertising effectiveness, Turkish consumers favored emotional and socially responsible ads, while Germans leaned towards recommendations and word-of-mouth marketing.

Suggested Citation

  • Laçin Serra Ateş, 2024. "The Impact of Cultural Differences on Consumer Behavior in Individualist and Collectivist Societies: A Study of Advertising Effectiveness and Brand Loyalty in Germany and Turkey," Springer Proceedings in Business and Economics, in: Richard C. Geibel & Shalva Machavariani (ed.), Digital Management to Shape the Future, pages 55-65, Springer.
    • Handle: RePEc:spr:prbchp:978-3-031-66517-2_5
    DOI: 10.1007/978-3-031-66517-2_5
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