Influence of Cultural Dimensions and Brand Country of Origin Image on Consumption Behaviour: A case of Jordanian Consumers

Culture has the most complex and persuasive impact on behaviour as it controls the attitudes, behaviours and lifestyles of consumers. Society, socialisation activities, and culture can influence consumers’ values and consumption behaviour. The choice of foreign over local brands can be the result of components of a society such as acculturation, globalization and social group influences. Little is known about the influence of cultural dimensions on the preference of foreign versus local clothing brands. Previous researchers have explored consumption habits of the west, but there is a significant lack of research on Eastern developing and collectivist cultures.
This paper sheds light on the role played by dimensions of culture and country of origin image in the consumption of foreign brands, specifically among Jordanian consumers. The aim of this paper is to understand the influence of Hofstede’s cultural dimensions on individuals’ preferences of foreign clothing brands in Jordan. To fulfil the purpose of this study, this paper proposes a methodological approach that is unique in nature and new to the field and context of the study. This study, considered the first conducted in the context of this research, extends the work of previous authors who explored the influence of culture and country of origin image on consumption habits.