The impact of culture on own-label brands performance

摘要: The performance of own-label brands varies enormously across countries, with high penetration in Western countries but limited success Eastern countries. common explanations for this state are related to market factors such as the development big retailer chains or power balance between retailers and manufacturers. However, role culture has been overlooked explain situation. This study aims provide insights into impact on performance. This thesis formulates tests a conceptual framework linking Hofstede s (1980, 2001) five cultural dimensions (power distance, individualism, masculinity, uncertainty avoidance & long-term orientation) retail (size market) performance, controlling three socio-economic variables: GDP per capita, Gini index Government expenditure. Relevant literature is reviewed order develop hypotheses. model then tested upon sample 65 utilising data collected via secondary sources application structural equation modelling techniques. The results indicate that out dimensions, individualism avoidance, have significant development, which turn, significantly influences performance. Moreover, show orientation direct Past studies domain restricted one two generally involve number research therefore pioneers investigating national nations. findings important may help them adapt their strategy according nation they operating in.