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Cited by 338

The DOI matches its Crossref record; 86 of the 86 references it cites were found in a registry or an index.

Drivers of Brand Commitment: A Cross-National Investigation

Eisingerich, Andreas B., Rubera, Gaia·2010·Journal of International Marketing
DOI 10.1509/jimk.18.2.64
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Abstract

Firms increasingly employ global brand management strategies for the effective coordination of their global activities. Effective coordination requires adapting global brand management strategies to cultural nuances. This study examines the influence of culture on the impact of four key brand management elements (i.e., brand innovativeness, brand customer orientation, brand self-relevance, and social responsibility) on customer commitment to a brand. Using responses from 167 U.K. and 230 Chinese consumers, the authors empirically demonstrate that brand innovativeness and brand self-relevance have a greater effect on brand commitment in cultures that are individualist, short-term oriented, and low on power distance (i.e., the United Kingdom), while brand customer orientation and social responsibility have a greater impact on brand commitment in cultures that are collectivist, long-term oriented, and high on power distance (i.e., China). Furthermore, the findings reveal that in collectivist, long-term-oriented, and high-power-distance cultures, the four brand management activities equally contribute to brand commitment. The research informs global brand managers wanting to optimize brand positioning and strengthen customers’ brand commitment across cultures.

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Metadata

Authors
Eisingerich, A. B., & Rubera, G.
Venue
Journal of International Marketing
Publisher
SAGE Publications
Published
2010-06
Volume
18
Issue
2
Pages
64-79
ISSN
  • 1069-031X (ISSN-L)
  • 1547-7215
DOI
10.1509/jimk.18.2.64
OpenAlex
W2044846008
Cited by
338
References
86
FWCI
19.86
Type
journal article
Language
en
Open access
closed

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CoChat. (2026). Citation check: Drivers of Brand Commitment: A Cross-National Investigation. https://app.cochat.ai/papers/10.1509/jimk.18.2.64
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Eisingerich, A. B., & Rubera, G. (2010). Drivers of Brand Commitment: A Cross-National Investigation. Journal of International Marketing. https://doi.org/10.1509/jimk.18.2.64

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Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).

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