A Cross-National Study of Repurchase Intentions of Fast-Food Meals

Abstract Creating and maintaining a strong brand loyalty is essential to maintaining long-term marketing success. The attitude-behavior model has been the dominant paradigm explaining how consumers formulate their repurchase intents. This study expands the attitudinal model by proposing that repurchase intent is a function of four sets of independent factors: (1) attitude that results mainly from earlier experiences with the brand; (2) perceived barriers to switching from the present brand; (3) tendency to seek variety to break the boredom resulting from engaging in consistent brand choices; and (4) cultural differences represented in some traits of the national character. This model is then tested for repurchase intentions of fast-food restaurant meals as an example of low-involvement, frequently purchased product. Using two samples drawn from two distinct cultures (US and Kuwait), results revealed that factors affecting repurchase intents vary across the two cultures. Practical and theoretical implications are discussed.