Browse > Article

The Moderating Effects of Nationality and Lifestyle on the Relationship between Brand Equity and Purchase Intentions  

Ko, Eun-Ju (Department of Clothing and Textiles, Yonsei University)
Zhang, Hao (Department of Clothing and Textiles, Yonsei University)
Publication Information
International Journal of Human Ecology / v.10, no.2, 2009 , pp. 39-54 More about this Journal
Abstract
This research investigates the differences in sportswear purchasing behavior between global consumers in Korea and China. Korean and Chinese consumers showed significant differences in purchasing behavior. Brand personality, perceived price, and brand loyalty showed a significant, positive relationship with purchase intentions across both cultural groups. The results identified two lifestyle categories for Korean and Chinese consumers: Adventurer and Follower. The consumers of each lifestyle group have significantly different views regarding brand equity and purchase intentions. Several marketing implications are discussed in this paper.
Keywords
brand equity; purchase intentions; nationality; lifestyle; sportswear;
Citations & Related Records
Times Cited By KSCI : 6  (Citation Analysis)
연도 인용수 순위
1 China Economic Net (2008). China becomes major consumer in sportswear market. Retrieved August, 2008, from http://en.ce.cn/Industries/Consumen-Industries/200808/04/t20080804_16379638.html
2 Kamakura, W. A., & Russell, G. J. (1993). Measuring brand value with scanner data. International Journal of Research in Marketing, 10(1), 9-22   DOI   ScienceOn
3 Keller, K. L. (1998). Strategic brand management: building, measuring and managing brand equity. Englewood Cliffs: Prentice-Hall
4 Keller, K. L., & Sood, S. (2003). Brand equity dilution. MIT Sloan Management Review, 45(1), 12-15
5 Ko, E. J., Kim, K. H., Kim, S. H., Li, G., Zou, P., & Zhang, H. (2009). The relationship among country of origin, brand equity, and brand loyalty: Comparison among USA, China and Korea. Journal of Gobal Academy of Marketing Science, 19(1), 47-58   과학기술학회마을   DOI   ScienceOn
6 Krishnan, B. C., & Hartline, M. D. (2001). Brand equity: Is it more important for service. Journal of Service Marketing, 15(5), 328-342   DOI   ScienceOn
7 Lazer, W. (1963). Lifestyle concept and marketing in toward scientific marketing. Proceedings of the American Marketing Association Winter Conference, 130-131
8 Myers, C. A. (2003). Managing brand equity: A look at the impact of attributes. Journal of Product & Brand Management, 12(1), 39-51   DOI   ScienceOn
9 Phinney, J. S. (1992). The multi-group ethnic identity measure: A new scale for use with diverse group. Journal of Adolescent Research, 7(2), 156-176   DOI
10 Ko, E. J., Kim, K. H., & Zhang, H. (2008). A cross cultural study of antecedents of purchase intention for sports shoes in Korea and China. Journal of Global Academy of Marketing Science, 18(1), 157-177   과학기술학회마을   DOI   ScienceOn
11 Ko, E. J., & Yun, S. Y. (2004). Impact of fashion brand personality on brand preference and purchase intention-comparison among formal, casual, sports brands. Journal of Global Academy of Marketing Science, 14, 59-80   과학기술학회마을   DOI   ScienceOn
12 Brockman, B. K., & Morgan, R. M. (2003). The role of existing knowledge in new product innovativeness and performance. Decision Science, 34(2), 385-491   DOI   ScienceOn
13 Domzal, T., & Unger, L. (1987). Emerging positioning strategies in global marketing. Journal of Consumer Marketing, 4(4), 23-37   DOI
14 Jung, J. H., & Sung, E. Y. (2008). Consumer-based brand equity: Comparison among Americans and South Koreans in the USA and South Koreans in Korea. Journal of Fashion Marketing and Management, 12(1), 24-35   DOI   ScienceOn
15 Sethi, S. P. (1971). Comparative cluster analysis for world markets. Journal of Marketing Research, 8(4), 348-54   DOI
16 Yoo, B., Donthu, N., & Lee, S. (2000). An examination of selected marketing mix elements and brand equity. Journal of the Academy of Marketing Science, 28(2), 195-211   DOI   ScienceOn
17 Bae, H. J., Kang, Y. J., Kim, D. O., & Chung, I. H. (2005). Lifestyle of male college students and their preference of casual wear style. Journal of the Korean Society of Costume, 55(1), 86-100   과학기술학회마을   ScienceOn
18 Aaker, D. A. (1991). Managing brand equity: Capitalizing on the value of a brand name. New York: Free Press
19 Jain, S. C. (1987). International marketing management (2nd ed.). Boston: Kent Publishing
20 Roth, M. S. (1995). The effects of culture and socioeconomics on the performance of global brand image strategies. Journal of Marketing Research, 32(2), 163-175   DOI   ScienceOn
21 Kaiser, S. B. (1990). The social psychology of clothing (2nd ed.). Macmillan: New York, NY
22 Yasin, N. M., Noor, M. N., & Mohamad, O. (2007). Does image of country-of-origin matter to brand equity. Journal of Product & Brand Management, 16(1), 38-48   DOI   ScienceOn
23 Lee, S. H. (2000). A study on conspicuous consumption and clothing shopping motives according to life style. Journal of the Korean Society of Costume, 8(6), 842-852
24 Shufeldt, L., Oates, B., & Vaught, B. (1998). Is lifestyle an important factor in the purchase of OTC drugs by the elderly?. Journal of Consumer Marketing, 15(2), 111-124   DOI   ScienceOn
25 Atilgan, E., Aksoy, S., & Akinci, S. (2005). Determinants of the brand equity: A verification approach in the beverage in Turkey. Marketing Intelligence & Planning, 23(3), 237-248   DOI   ScienceOn
26 Kim, Y. M., & Kang, S. J. (1999). Influencing factors of elements of brand equity. Journal of Global Academy of Marketing Science, 4, 53-86   DOI
27 Moorman, C., & Rust, R. T. (1999). The role of marketing. Journal of Marketing, 63(4), 180-197   DOI
28 Wang X., Yang, Z., & Liu, N. R. (2009). The impacts of brand personality and congruity on purchase intention: Evidence from Chinese Mainland’s automobile market. Journal of Global Marketing, 22, 199-215   DOI   ScienceOn
29 Simon, C. J., & Sullivan, M. W. (1993). The measurement and determinants of brand equity: A financial approach. Management Science, 12(1), 28-53
30 Slater, S. F., & Narver, J. C. (1994). Does competitive environment moderate the market orientation-performance relationship?. Journal of Marketing, 58(1), 46-55   DOI   ScienceOn
31 Lattin, J., Carroll, J. D., & Green, P. E. (2003), Analyzing multivariate data. London: Thomoson Learning, Inc
32 Ko, E. J., Kim, E. Y., Taylor, C. R., Kim, K. H., & Kang, I. J. (2007). Cross-national market segmentation in the fashion industry. International Marketing Review, 24(5), 629-651   DOI   ScienceOn
33 Lasser, W., Mittal, B., & Sharma, A. (1995). Measuring customer-based brand equity. Journal of Consumer Marketing, 12(4), 11-19   DOI   ScienceOn
34 Lim, K. B., & Lim, S. J. (1993). A study on clothing purchasing behavior and lifestyle. Journal of the Korean Society of Clothing and Textiles, 17(3), 359-366
35 Fornell, C., & Larker, D. F. (1981). Evaluating structural equation models with unobserved variables and measurement error. Journal of Marketing Research, 18(1), 39-50   DOI   ScienceOn
36 Shim, S., & Bickle, M. C. (1994). Benefit segments of the female apparel market: Psychographics, shopping orientations, and demographics. Clothing and Textiles Research Journal, 12(2), 1-12   DOI   ScienceOn
37 Douglas, S. P., & Craig, C. S. (1992). Advances in international marketing. International Journal of Research in Marketing, 9(4), 291-318   DOI   ScienceOn
38 Fraj, E., & Martinez, E. (2005). Environmental values and lifestyle as determining factors of ecological consumer behavior: An empirical analysis. Journal of Consumer Marketing, 23(3), 133-144   DOI   ScienceOn
39 Giddens, A. (1999). Runaway world: How globalization is reshaping our lives. London: Profile Books
40 Lee, Y. D. (1998). Study of factors analysis on the purchasing behavior of sportswear consumers. The Korean Journal of Physical Education, 37(4), 594-604
41 Van Osselaer, S. M. J., & Alba, J. W. (2000). Consumer learning and brand equity. Journal of Consumer Research, 27(1), 1-16   DOI   ScienceOn
42 Cobb-Walgren, C. J., Ruble, C. A., & Donth, N. (1995). Brand equity, brand preference, and purchase intent. Journal of Advertising, 24(3), 25-40   DOI
43 Ourusoff, A. (1993). Who said brands are dead. Brandweeek, 34(9), 20-33
44 Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1), 1-22   DOI   ScienceOn
45 Kim, H. (2005). A comparative study on the lifestyle trait of local city resident. Journal of Global Academy of Marketing Science, 15(2), 203-225   과학기술학회마을   DOI   ScienceOn
46 Lee, O. H., & Kim, J. K. (2004). A study on the Japanese university students’ clothing buying behavior according to their lifestyle. Journal of the Korean Society of Clothing and Textiles, 29(2), 298-306   과학기술학회마을
47 Byne, B. M. (2001). Structural equation modeling with amos - basic concepts, applications and programming. Mahwah: Lawrence Erlbaum Association
48 Anderson, J. C., & Gerbing, D. W. (1988). Structural equation modeling in practice: A review and recommended two-step approach. Psychological Bulletin, 103(3), 411-423   DOI
49 Pitta, D. A., & Katsanis, L. P. (1995). Understanding brand equity for successful brand extension. Journal of Consumer Marketing, 12(4), 51-64   DOI   ScienceOn
50 Boedeker, M. (1995). New-type and traditional shoppers: A comparison of two major consumer groups. International Journal of Retail & Distribution Management, 23(3), 17-26   DOI   ScienceOn
51 Kang, S. J. (2001). Effect of the influential factors on brand equity. Journal of Global Academy of Marketing Science, 8, 1-35   DOI