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ABSTRACT The purpose of this study was to examine, from a cultural perspective, the attitudes of young women living in Saudi Arabia regarding U.S. brand names. The study concentrated on… Click to show full abstract
ABSTRACT The purpose of this study was to examine, from a cultural perspective, the attitudes of young women living in Saudi Arabia regarding U.S. brand names. The study concentrated on apparel and footwear. A total of 190 females were surveyed. Data was collected in the capital city of Saudi Arabia and was assessed using a structural equation model (SEM). The findings revealed that attitudes toward U.S. brands are positive, in general. Also, the results supported the positive relationship between American behavioral adoption and attitudes toward U.S. brands and the positive relationship between collectivism and attitudes toward U.S. brands.
Journal Title: Journal of International Consumer Marketing
Year Published: 2018
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