The Influence of Cultural Congruence on Brand Trust and Purchase Intention in Nigeria According to Hofstede’s Cultural Dimensions: An Empirical Analysis of Telecommunication Giants (MTN, Glo, and Airtel) Advertising Campaigns, 2023–2025

This study investigates the associations between perceived cultural congruence in advertising and brand trust/purchase intention among Nigerian telecommunication consumers, framed by Hofstede’s cultural dimensions. A cross-sectional survey of 614 active subscribers evaluated MTN, Glo, and Airtel campaigns from 2023–2025. Cultural congruence was operationalized along collectivism, power distance, and uncertainty avoidance. Hierarchical regression and bootstrap mediation analysis (PROCESS Model 4, N = 1,842 brand evaluations) showed that the three dimensions significantly predicted brand trust (ΔR² = .47), with uncertainty avoidance as the strongest predictor (β = .34), followed by collectivism (β = .28) and power distance (β = .24). Brand trust fully mediated relationships with purchase intention. The prominence of uncertainty avoidance congruence highlights the importance of reliability appeals in a sector marked by network challenges. Findings support glocalization strategies in emerging African markets while noting limitations in generalizability.

Cultural congruence, Hofstede’s cultural dimensions, brand trust, purchase intention, telecommunication advertising, Nigeria, glocalization, emerging markets

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