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http://dx.doi.org/10.5850/JKSCT.2007.31.4.495

Effects of Multiple Country-of-Origin Cues and Price Information on Attitude toward the Brard and Evaluation of Jean Products  

Kim, Yeon-Hee (Dept. of Clothing & Textiles, Hanyang University)
Kim, Mi-Jin (Dept. of Clothing & Textiles, Hanyang University)
Lee, Young-Mi (School of Aestheties & Beauty Arts, Chung Cheong University)
Lee, Kyu-Hye (Dept. of Clothing & Textiles, Hanyang University)
Publication Information
Journal of the Korean Society of Clothing and Textiles / v.31, no.4, 2007 , pp. 495-506 More about this Journal
Abstract
As imported fashion products are increasing in the marketplace, country of origin information becomes a powerful product cue that can be used to gain competitive advantages of fashion brands. This study assessed the impact of multiple country of o.igin information(origin of brand and origin of production) on attitude toward the brand and product evaluation. Especially, the influence product price level was also examined. Jean was used as product stimuli and students were respondents for the empirical study. Results of this study affirmed the importance of country of brand origin and price information in brand attitude formation and product evaluation. Country of brand origin information and interaction effects of brand origin-price were significant for brand attitude formation. Country of brand origin and price information had significant influence on evaluation of Jean products.
Keywords
Multiple country of origin; Brand attitude; Product evaluation;
Citations & Related Records
Times Cited By KSCI : 1  (Citation Analysis)
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