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Invariant effect of individual cultural orientations: an application of CVSCALE

Boonghee Yoo (Department of Marketing and International Business, Frank G. Zarb School of Business, Hofstra University, Hempstead, New York, USA) (School of Management, Kyung Hee University, Seoul, Republic of Korea)
Geon-Cheol Shin (School of Management, Center for Global Innovation and Entrepreneurship, Kyung Hee University, Seoul, Republic of Korea)

International Marketing Review

ISSN: 0265-1335

Article publication date: 13 November 2017

1367

Abstract

Purpose

Culture is recognized as a pivotal variable in country of origin (COO) research. The purpose of this paper is to assess culture from an individual perspective and to examine the extent to which individual cultural orientations have similar associations with 33 manager- and consumer-related variables between two culturally opposite countries: the USA and South Korea.

Design/methodology/approach

An online survey is used. The sample size is 540 for the US sample and 572 for the Korean sample. The correlational similarity between the cultural orientations and other variables is analyzed in three ways and confirmed invariant in the majority cases of each analysis.

Findings

Individual cultural orientations are measured by Cultural Value Scale (Yoo et al., 2011), a 26-item five-dimensional scale measuring Hofstede’s typology of culture at the individual level. The three-faceted similarity test of each of the 165 pairs of correlations between the USA and Korea samples (i.e. 33 variables × 5 dimensions of individual cultural orientations) shows that the majority of the correlations are significantly similar between the two countries.

Originality/value

This is a first study in examining the invariance of the relationships of all five dimensions of Hofstede’s culture at the individual level to a variety of variables. As the invariance is found to be a norm, the role of culture in the COO phenomena can be studied at the individual level in a country and be expanded to other countries.

Keywords

Acknowledgements

The authors acknowledge that this research was partially supported by a Research Grant from Hofstra University.

Citation

Yoo, B. and Shin, G.-C. (2017), "Invariant effect of individual cultural orientations: an application of CVSCALE", International Marketing Review, Vol. 34 No. 6, pp. 735-759. https://doi.org/10.1108/IMR-03-2015-0055

Publisher

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Emerald Publishing Limited

Copyright © 2017, Emerald Publishing Limited

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