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(Moderating Variables: Hofstede’s Cultural Dimensions) (Power Distance, Individualism vs. Collectivism, Masculinity vs. Femininity, Uncertainty Avoidance, Long-Term vs. Short-Term Orientation, Indulgence vs. Restraint) _______ | | | | | | __________ __________ __________ __________ | | | | | | | | | Self- | | Brand | | Self- | | Purchase | | Concept | ----> | Image | ----> | Image | ----> | Intention| |__________| |__________| |Congruence| |__________| | | | | |_______|
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