The effect of country-of-brand-origin perception on brand awareness and brand image -comparison of Korean and Chinese male consumers using multi-group analysis-
DC Field | Value | Language |
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dc.contributor.author | Kim, T.Y. | - |
dc.contributor.author | Lee, Y.-J. | - |
dc.date.accessioned | 2021-09-03T14:07:17Z | - |
dc.date.available | 2021-09-03T14:07:17Z | - |
dc.date.created | 2021-06-17 | - |
dc.date.issued | 2017 | - |
dc.identifier.issn | 1225-1151 | - |
dc.identifier.uri | https://scholar.korea.ac.kr/handle/2021.sw.korea/86125 | - |
dc.description.abstract | This study examined the relationship between country-of-brand-origin perception and brand equity elements among Korean and Chinese male consumers. It also examined if there were differences between the two national consumers in the effect of country-of-brand-origin on brand evaluation. We analyzed survey responses from 414 Korean men and 393 Chinese men in their 20s-30s. Country-of-brand-origin perception was found positively related to brand awareness and brand image for both Korean and Chinese men in each group that selected domestic or foreign country-of-brand-origin. The results revealed a positive relationship between brand attitude and brand awareness as well as brand image for the two national consumers in each country-of-brand-origin selection group. The results indicated differences in the influence of brand image on brand attitude between these two male consumers in the group that selected the domestic country-of-brandorigin. The results also support the hypothesis on differences in the effect of country-of-brand-origin as well as brand evaluation between male consumers in the group that selected foreign country-of-brand-origin. This study has significant implications for fashion marketers, particularly when building brand equity by revealing country-of-brand-origin. © 2017, The Korean Society of Clothing and Textiles. | - |
dc.language | Korean | - |
dc.language.iso | ko | - |
dc.publisher | Korean Society of Clothing and Textiles | - |
dc.title | The effect of country-of-brand-origin perception on brand awareness and brand image -comparison of Korean and Chinese male consumers using multi-group analysis- | - |
dc.type | Article | - |
dc.contributor.affiliatedAuthor | Lee, Y.-J. | - |
dc.identifier.doi | 10.5850/JKSCT.2017.41.2.362 | - |
dc.identifier.scopusid | 2-s2.0-85030975322 | - |
dc.identifier.bibliographicCitation | Journal of the Korean Society of Clothing and Textiles, v.41, no.2, pp.362 - 377 | - |
dc.relation.isPartOf | Journal of the Korean Society of Clothing and Textiles | - |
dc.citation.title | Journal of the Korean Society of Clothing and Textiles | - |
dc.citation.volume | 41 | - |
dc.citation.number | 2 | - |
dc.citation.startPage | 362 | - |
dc.citation.endPage | 377 | - |
dc.type.rims | ART | - |
dc.type.docType | Article | - |
dc.identifier.kciid | ART002221730 | - |
dc.description.journalClass | 1 | - |
dc.description.journalRegisteredClass | scopus | - |
dc.description.journalRegisteredClass | kci | - |
dc.subject.keywordAuthor | Brand equity | - |
dc.subject.keywordAuthor | Brand evaluation | - |
dc.subject.keywordAuthor | Chinese male consumer | - |
dc.subject.keywordAuthor | Country-of-brand-origin | - |
dc.subject.keywordAuthor | Korean male consumer | - |
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