The article examines the influence of culture, cosmopolitanism, and price on local store loyalty. Cosmopolitanism had no impact on local store loyalty, but culture and price did. Cultural dimensions of uncertainty avoidance, long-term orientation, and individualism were significant contributors to local store loyalty. The loyalty construct was not unidimensional; it manifested in three factors: rational, quality, and hard-core loyalty. Price did not have a major influence as compared to cultural values.
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Khare et al. (2014) studied this question.
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