Assessing the relationship between cultural dimensions and brand equity in middle-class consumers with a Technology Acceptance Model: A cross-cultural comparation study

This study aims to investigate the relationship between cultural dimensions and brand equity, employing the core variables of the technology acceptance model perceived ease of use and perceived usefulness as mediating factors. Furthermore, the study seeks to compare the cultural differences between Türkiye and Ethiopia. Data were collected from 1,074 respondents, with 501 from Türkiye and 573 from Ethiopia. The data analysis was conducted using partial least squares structural equation modelling (PLS-SEM). The findings indicate that power distance does not exert a direct influence on brand equity in either country. However, uncertainty avoidance, indulgence versus restraint, individualism versus collectivism, and long-term versus short-term orientation demonstrate a direct effect on brand equity in Türkiye, whereas these dimensions do not directly affect brand equity in Ethiopia. Conversely, the masculinity versus femininity dimension has a direct and significant impact on brand equity in Ethiopia, with no corresponding effect in Türkiye. Additionally, perceived ease of use and perceived usefulness exhibit significant mediating effects on the relationship between cultural dimensions and brand equity. A multi-group analysis was conducted to further investigate if there is a significant difference between the countries on the relationship between cultural dimensions and brand equity. The results reveal no significant differences between the countries in terms of the relationship between power distance, uncertainty avoidance, and brand equity. However, significant differences are observed between the countries concerning the relationships between masculinity versus femininity, indulgence versus restraint, individualism versus collectivism, long-term versus short-term orientation, and brand equity.