Country of origin effects on brand image, brand evaluation, and purchase intention
作者: Namhoon KimEunha ChunEunju Ko
作者单位: 1Department of Clothing and Textiles, Yonsei University , Seoul, Republic of Korea
2Departments of Culture and Design Management, Department of Clothing and Textiles, Yonsei University , Seoul, Republic of Korea
刊名: International Marketing Review, 2017, Vol.34 (2), pp.254-271
来源数据库: Emerald Journal
DOI: 10.1108/IMR-03-2015-0071
关键词: Perceived qualityBrand imagePerceived valueCountry of originPurchase intentionFashion collection
原始语种摘要: Purpose(#br)The purpose of this paper is to analyze how national stereotype, country of origin (COO), and fashion brand’s images influence consumers’ brand evaluations and purchase intentions regarding fashion collections. Korea (Seoul) and overseas (New York and Paris) collections are compared and analyzed. (#br)Design/methodology/approach(#br)The authors conduct a structural equation modeling and multi-group analysis using data collected from Seoul, New York, and Paris. (#br)Findings(#br)Consumers make higher brand evaluations and ultimately have stronger purchase intentions toward fashion collections from countries that have stronger COO and fashion brand images. In the context of fashion collections, COO image is greatly influenced by a nation’s political economic and cultural...
全文获取路径: Emerald  (合作)
分享到:

×