這項研究探討了文化價值觀，特別是集體主義和個人主義，如何塑造了品牌忠誠現象，適應了日益聯繫緊密的全球經濟背景。該研究通過綜合性的研究方法，包括調查、消費者行為分析和訪談，調查了來自不同文化背景的人們展示出不同程度品牌忠誠的方式。研究結果為希望將策略定制為適應不同文化群體的營銷人員提供了有價值的見解，提升了他們培養持久的品牌-消費者關係並應對文化多樣的客戶環境挑戰的能力。

This study examines how cultural values—precisely, collectivism and individualism—shape the phenomena of brand loyalty in the setting of an increasingly linked global economy. The study investigates how people from various cultural backgrounds display different levels of brand loyalty using a complex research strategy that incorporates surveys, consumer behavior analysis, and interviews. The results provide insights that are helpful for marketers who want to customize their tactics to appeal to various cultural segments, improving their capacity to cultivate long-lasting brand-consumer connections and traverse the challenges of a culturally varied customer landscape.

Table of Contents
Thesis Validation Letter i
摘要 ii
Abstract iii
1.1 Research Background 1
1.2 Research Motivation 3
1.3 Research Gap and Research Question 5
Chapter 2 Literature Review 7
2.1 Culture 7
2.2 The six dimensions 8
2.2.1 Power distance 8
2.2.2 Uncertainty avoidance 9
2.2.3 Masculinity vs femininity 9
2.2.4 Long-term versus short-term orientation 10
2.2.5 Indulgence versus restraint 10
2.2.6 Collectivism vs Individualism 11
2.1 Brand Loyalty 16
2.3 Consumer behavior 18
2.3.1 Consumer Decision Making Process 18
2.3.2 Influence of Social and Cultural Factors 19
2.3.3 Psychological Factors 19
2.3.4 Influence of Marketing Mix Elements 20
2.4 Relationship of Collectivism/Individualism between consumer behavior and brand loyalty 21
2.4.1 Relationship between collectivism 21
2.4.2 Relationship between individualism 22
Chapter 3: Hypotheses development 23
Chapter 4: Research methodology 30
4.1 Sampling and procedure 30
4.2 Measure 32
4.3 Validity and reliability 36
4.4 Data analysis 37
4.5 Ethical Considerations 38
Chapter 5: Results 38
5.1 Sample Descriptive 38
5.1 Hypothesis 1 41
5.2 Hypothesis 2 42
5.3 Hypothesis 3 43
5.4 Hypothesis 4 43
Chapter 6: Discussion and conclusion 44
6.1 Implications 44
6.2 Conclusion 56
6.3 Limitation 58
Appendix 61
English questionnaire 61
Chinese questionnaire 66
References 72
List of tables
Table 1 Reliability constuct 37
Table 2 Descriptive statistics 39

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