Abstract
The objective of the paper is to identify effects of cultural differences between Korean and American consumers on the relationship between perceived risk and brand loyalty. Specifically we aim to analyze moderating effects of collectivism vs individualism and high vs low uncertainty avoidance tendency. We collected samples of college students from Seoul in Korea and from major metropolitan cities in USA. The results of empirical analysis show that a negative relationship between perceived risk and brand loyalty is found across different cultural groups. However, the negative relationship is found more strongly among consumers with collectivistic rather than individualistic tendency. And so among consumers with low uncertainty avoidance than those with high uncertainty avoidance. Thus, we can conclude that cultural differences moderate the relationship between consumer’s perceived risk and brand loyalty.
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