Browse > Article
http://dx.doi.org/10.5850/JKSCT.2012.36.8.837

Effects of Brand Knowledge and Affect on Brand Choice Confidence of Global Fashion Brands -Moderation Effect of Overseas Residence Experience-  

Kim, Su-Young (Dept. of Clothing & Textiles, Seoul National University)
Lee, Yu-Ri (Dept. of Clothing & Textiles, Seoul National University/Research Institute of Human Ecology, Seoul National University)
Choo, Ho-Jung (Dept. of Clothing & Textiles, Seoul National University/Research Institute of Human Ecology, Seoul National University)
Publication Information
Journal of the Korean Society of Clothing and Textiles / v.36, no.8, 2012 , pp. 837-848 More about this Journal
Abstract
This study examines how the overseas residence experience of Korean consumers influences the relationship of global fashion brand knowledge and brand choice confidence. We contrast two kinds of consumer brand knowledge, using the concepts of Alba and Hutchinson's expertise and familiarity. Considering the effect of positive affect on intuitive information processing, the present study investigated the role of positive affect in consumer brand knowledge and brand choice confidence link. The proposed model was tested with structural-equation analysis. The results show that expertise and familiarity effect the positive affect. Positive affect, in turn, influences brand choice confidence. The results indicate that the processes underlying global fashion brand knowledge and brand choice confidence link are different between the consumers with overseas residence experience for more than a year and the consumers without it. The route from expertise to positive affect has a significant impact on the consumers with overseas residence experience but not on the consumers without it; however, the route from familiarity to positive affect and the path from positive affect to brand choice confidence have a greater impact on the consumers without overseas residence experience than the consumers with it. We find that the consumers with overseas residence experience favor expertise in the process underlying global fashion brand knowledge and brand choice confidence link, whereas the consumers without it favor familiarity and affect based thought.
Keywords
Global fashion brand; Overseas residence experience; Brand choice confidence; Consumer brand knowledge; Positive affect;
Citations & Related Records
연도 인용수 순위
  • Reference
1 Strack, F., & Deutsch, R. (2004). Reflective and impulsive determinants of social behavior. Personality and Social Psychology Review, 8(3), 220-247. doi:10.1207/s15327957pspr0803_1   DOI
2 Tamura, T., & Furnham, A. (1993). Re-adjustment of Japanese returnee children from an overseas sojourn. Social Science & Medicine, 36(9), 1181-1186.   DOI   ScienceOn
3 Tusting, K., Crawshaw, R., & Callen, B. (2002). I know, 'cos I was there': How residence abroad students use personal experience to legitimate cultural generalizations. Discourse & Society, 13(5), 651-672. doi:10.1177/0957926502013005278   DOI   ScienceOn
4 Tversky, A., & Kahneman, D. (1974). Judgment under uncertainty: Heuristics and biases. Science, 185(4157), 1124-1131.   DOI   ScienceOn
5 Watson, D., Clark, L. A., & Tellegen, A. (1988). Development and validation of brief measures of positive and negative affect: The PANAS scales. Journal of Personality and Social Psychology, 54(6), 1063-1070.   DOI
6 Yi, Y. J., & La, S. A. (2004). What influences the relationship between customer satisfaction and repurchase intention? Investigating the effects of adjusted expectations and customer loyalty. Psychology and Marketing, 21(5), 351-373. doi:10.1002/mar.20009   DOI   ScienceOn
7 Zajonc, R. B. (1980). Feeling and thinking: Preferences need no inferences. American Psychologist, 35(2), 151-175.   DOI
8 Zajonc, R. B. (2001). Mere exposure: A gateway to the subliminal. Current Directions in Psychological Science, 10(6), 224-228.   DOI   ScienceOn
9 Peter, J. P., & Olson, J. C. (2010). Consumer behavior & marketing strategy (9th ed.). New York: McGraw-Hill Irwin.
10 Petty, R. E., & Cacioppo, J. T. (1984). The effects of involvement on responses to argument quantity and quality: Central and peripheral routes to persuasion. Journal of Personality and Social Psychology, 46(1), 69-81.   DOI
11 Polanyi, M. (2001). Personal knowledge: Towards a post-critical philosophy (C. M. Pyo & B. M. Kim, Trans.). Seoul: Acanet. (Original work published 1958)
12 Ratchford, B. T. (2001). The economics of consumer knowledge. Journal of Consumer Research, 27(4), 397-411. doi:10.1086/319617   DOI   ScienceOn
13 Rottenstreich, Y., Sood, S., & Brenner, L. (2007). Feeling and thinking in memory-based versus stimulus-based choices. Journal of Consumer Research, 33(4), 461-469. doi:10.1086/510219   DOI   ScienceOn
14 Stanovich, K. E., & West, R. F. (2002). Individual differences in reasoning: Implications for the rationality debate? In T. Gilovich, D. Griffin, & D. Kahneman (Eds.), Heuristics and biases: The psychology of intuitive judgment (pp. 421-440). New York: Cambridge University Press.
15 Sloman, S. A. (2002). Two systems of reasoning. In T. Gilovich, D. Griffin, & D. Kahneman (Eds.), Heuristics and biases: The psychology of intuitive judgment (pp. 379-396). New York: Cambridge University Press.
16 Slovic, P. (1995). The construction of preference. American Psychologist, 50(5), 364-371.   DOI
17 Slovic, P., Finucane, M. L., Peters, E., & MacGregor, D. G. (2007). The affect heuristic. European Journal of Operational Research, 177(3), 1333-1352. doi:10.1016/j.ejor.2005.04.006   DOI   ScienceOn
18 Steenkamp, J. B. E. M., Batra, R., & Alden, D. L. (2003). How perceived brand globalness creates brand value. Journal of International Business Studies, 34(1), 53-65. doi:10.1057/palgrave.jibs.8400002   DOI   ScienceOn
19 Kahneman, D., & Frederick, S. (2002). Representativeness revisited: Attribute substitution in intuitive judgment. In T. Gilovich, D. Griffin, & D. Kahneman (Eds.), Heuristics and biases: The psychology of intuitive judgment (pp. 49-81). New York: Cambridge University Press.
20 Keller, K. L. (2003). Brand synthesis: The multidimensionality of brand knowledge. Journal of Consumer Research, 29(4), 595-600. doi:10.1086/346254   DOI   ScienceOn
21 Keller, K. L. (2008). Strategic brand management: Building, measuring, and managing brand equity (3rd ed.). Upper Saddle River, N.J.: Pearson/Prentice Hall.
22 Kim, J. Y. (2008). In pursuit of global cultural capital: Analysis of qualitative interviews revealing Korean students' motivations for studying in the United States. Korean Journal of Sociology, 42(6), 68-105.
23 Mowrer, O. H. (1960). Learning theory and behavior. New York: Wiley.
24 Lee, K. C. (1999). 소비자교육의 이론과 실제 [Consumer education: Theory & practice]. Seoul: Kyomunsa.
25 Lee, S. L., Sohn, S. H., Park, M. H., Jung, J. W., & Chun, K. H. (2011). Happiness and conflict in consumption. Journal of Consumer Studies, 22(1), 139-166.
26 Moon, H. K. (2007). The hierarchical structure of multi-loyal relations and their relationship quality of fashion consumers. Unpublished doctoral dissertation, Seoul National University, Seoul.
27 Nonaka, I., & Konno, N. (1998). The Concept of "ba": Building a foundation for knowledge creation. California Management Review, 40(3), 40-54.   DOI
28 Park, C. W., & Lessig, V. P. (1981). Familiarity and its impact on consumer decision biases and heuristics. Journal of Consumer Research, 8(2), 223-231.   DOI   ScienceOn
29 Park, C. W., Mothersbaugh, D. L., & Feick, L. (1994). Consumer knowledge assessment. Journal of Consumer Research, 21(1), 71-82.   DOI   ScienceOn
30 Chaiken, S., Liberman, A., & Eagly, A. H. (1989). Heuristic and systematic information processing within and beyond the persuation context. In J. S. Uleman & J. A. Bargh (Eds.), Unintended thought (pp. 212-252). New York, NY: Guilford press.
31 Cho, Y. H. (2011). Reconsidering multicultural education from the educational anthropologist eyes and exploring its ontological ways. Anthropology of Education, 14(3), 1-29.
32 Choi, S. B. (2003). 한국 사회에서의 영어실력에 대한 문화자본론적 고찰-대학생들의 영어학습실태와 영어능력자에 대한 인식을 중심으로- [The effect of cultural capital on ability in English: Focus on university students' English study pattern and their perception of a person of English ability]. Ewha Journal of Social Sciences, 11, 5-21.
33 Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate data analysis (7th ed.). Upper saddle river, NJ: Prentice hall.
34 Drolet, A., Luce, M. F., & Simonson, I. (2009). When does choice reveal preference? Moderators of heuristic versus goal based choice. Journal of Consumer Research, 36(1), 137-147. doi:10.1086/596305   DOI   ScienceOn
35 Forgas, J. P. (1998). On being happy and mistaken: Mood effects on the fundamental attribution error. Journal of Personality and Social Psychology, 75(2), 318-331.   DOI   ScienceOn
36 Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50.   DOI   ScienceOn
37 Herr, P. M., Page, C. M., Pfeiffer, B. E., & Davis, D. F. (2012). Affective Influences on Evaluative Processing. Journal of Consumer Research, 38(5), 833-845. doi:10.1086/660844   DOI
38 Holt, D. B. (1998). Does cultural capital structure American consumption? Journal of Consumer Research, 25(1), 1-25.   DOI   ScienceOn
39 Alba, J. W., & Hutchinson, J. W. (1987). Dimensions of consumer expertise. Journal of Consumer Research, 13(4), 411-454.   DOI   ScienceOn
40 Anderson, J. R. (1976). Language, memory, and thought. Hillsdale, NJ: Lawrence Erlbaus Associates.
41 Bourdieu, P. (1995). La Distinction: Critique sociale du jugement (J. Choi, Trans.). Seoul: Saemulgyul. (Original work published 1979)
42 Arnould, E. J., & Thompson, C. J. (2005). Consumer Culture Theory (CCT): Twenty years of research. Journal of Consumer Research, 31(4), 868-882. doi:10.1086/426626   DOI   ScienceOn
43 Bagozzi, R. P., & Yi, Y. (2012). Specification, evaluation, and interpretation of structural equation models. Journal of the Academy of Marketing Science, 40(1), 8-34. doi:10.1007/s11747-011-0278-x   DOI
44 Bengtsson, A., Bardhi, F., & Venkatraman, M. (2010). How global brands travel with consumers: An examination of the relationship between brand consistency and meaning across national boundaries. International Marketing Review, 27(5), 519-540.   DOI   ScienceOn
45 Brucks, M. (1986). A typology of consumer knowledge content. Advances in Consumer Research, 13(1), 58-63.
46 Chae, J. (2006). The perception of brand relationship quality (BRQ) of fashion product consumers and its influence on brand loyalty. Unpublished doctoral dissertation, Seoul National University, Seoul.