20th Annual Student Research Conference
Business & Accountancy
Comparing American and Bulgarian Students’ Brand Loyalty to Convenience Versus Shopping Products
Silviya V. Valkova
Dr. John Perrachione, Faculty Mentor
This cross-cultural study focuses on Bulgarian and U.S. brand loyalty and the differences and similarities between the two cultures in that aspect. It uses validated and newly created scales to compare samples of American and Bulgarian students from Yambol, Bulgaria, and Kirksville, Missouri, on their general brand loyalty, and on their brand loyalty to both a selection of “convenience” and a selection of “shopping” products. The students’ commitment of repeated purchasing of the same offering is self-reported in their mother tongue using the internet and Truman State University’s website. The research gives some introductory information to international companies on how to market certain goods in both countries.
Keywords: brand loyalty, marketing, cross-cultural research, Bulgaria, "convenience" products, "shopping" products
Topic(s):Business Administration
Presentation Type: Oral Paper
Session: 17-1
Location: VH 1010
Time: 9:45 am