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-
- Authors
- Kim, T.Y.; Lee, Y.-J.
- Issue Date
- 2017
- Publisher
- Korean Society of Clothing and Textiles
- Keywords
- Brand equity; Brand evaluation; Chinese male consumer; Country-of-brand-origin; Korean male consumer
- Citation
- Journal of the Korean Society of Clothing and Textiles, v.41, no.2, pp.362 - 377
- Indexed
- SCOPUS
KCI
- Journal Title
- Journal of the Korean Society of Clothing and Textiles
- Volume
- 41
- Number
- 2
- Start Page
- 362
- End Page
- 377
- URI
- https://scholar.korea.ac.kr/handle/2021.sw.korea/86125
- DOI
- 10.5850/JKSCT.2017.41.2.362
- ISSN
- 1225-1151
- 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.
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