IDEAS home Printed from https://ideas.repec.org/a/sae/sagope/v15y2025i2p21582440251342092.html
   My bibliography  Save this article

Culture and Imported Products: Extending Optimal Distinctiveness Theory with Acculturation

Author

Listed:
  • Nguyen Le
  • Sang Tan Huynh
  • Thanh Thi Bui
  • Quy Duy Do
  • Truong Xuan Nguyen

Abstract

Cultural globalization has promoted consumer buying behavior toward imported products, especially in Asian countries. By extending optimal distinctiveness theory and acculturation theory, the authors aim to investigate the impact of the need for distinctiveness (NFD), acculturation to global consumer culture (AGCC), and brand reputation (BR) on consumer purchase behavior toward imported products (PB). This study applies the convenient random sampling method with a sample size of 764 Vietnamese consumers. A quantitative research method is applied, and structural equation modeling is analyzed using SmartPLS Software. The results show that NFD partially mediate the impact of AGCC on PB, which is crucial in exploring consumer behavior. Moreover, this study reveals that BR significantly moderates the relationship between AGCC, NFD and PB, proving the novel angle of BR in exploring PB. Then, the managerial implications will be proposed, providing marketing strategies to the managers of companies in the import industry to promote PB.

Suggested Citation

  • Nguyen Le & Sang Tan Huynh & Thanh Thi Bui & Quy Duy Do & Truong Xuan Nguyen, 2025. "Culture and Imported Products: Extending Optimal Distinctiveness Theory with Acculturation," SAGE Open, , vol. 15(2), pages 21582440251, June.
    • Handle: RePEc:sae:sagope:v:15:y:2025:i:2:p:21582440251342092
    DOI: 10.1177/21582440251342092
    as

    Download full text from publisher

    File URL: https://journals.sagepub.com/doi/10.1177/21582440251342092
    Download Restriction: no
    File URL: https://libkey.io/10.1177/21582440251342092?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:sae:sagope:v:15:y:2025:i:2:p:21582440251342092. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: SAGE Publications (email available below). General contact details of provider: .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.