• Journal of the Korean Society of Clothing and Textiles
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• v.24 no.5
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• pp.663-674
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• 2000

The purpose of this study was (1) to examine the preference for apparel brands and country of origin, (2) to evaluate the brand equity for domestic and imported apparels as perceived by Korean and American consumers, and (3) to analyze the effects of country of origin and brand equity on consumers' apparel purchase behavior. The sample included 151 Korean and 114 American consumers. The data were collected from respondents by using the mall-intercept method. In addition, the path analysis based on multiple regression analysis was applied to analyze the data. The major findings in this study were as followings; (1) Both of all Korean and US consumers preferred domestic apparel brands to imported brands but the latter preferred apparels made in home country to the former comparatively, (2) Korean consumers evaluated more favorably the brand equity for imported apparels than that for domestic apparels, but American consumers were quite the reverse, (3) To Korean consumers, the direct variable to influence the purchase intention of apparels was the perceived quality and indirect variables were the brand equity and country of origin. On the other hand, to American consumers, the perceived quality and the brand equity for domestics apparel had directly influence on the purchase intention and the brand equity for imported apparels did indirectly. Finally, implications for managerial and marketing strategies were discussed in regard to building an international apparel brand equity and improving exports with high quality apparels.

• Journal of Korea Trade
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• v.25 no.3
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• pp.87-115
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• 2021

Purpose - Brand equity has emerged as an indispensable marketing tool for firms engaging their business in developing nations. This study proposes that the country of origin image and advertising will affect the Korean brand equity formation, which leads to repurchase intention of Korean brands. In the study, attitude factors are applied in brand equity theory to predict repurchase intention of Korean brands. Cognitive brand equity, such as brand awareness, brand association, brand image and attitudinal brand equity, such as perceived quality and brand loyalty are considered with regards to their attitude towards the Korean brand. Design/methodology - A total of 178 Myanmar consumers out of 200 participants who have used Korean brands answered the survey and data were analyzed through SmartPLS 3.3.2 version. PLS-SEM is considered a more suitable analysis to pin down and evaluate the cause-effect relationship among all of the constructs with relatively complex models. Findings - Our results substantiate that the country of origin image positively affects brand awareness, brand associations, and brand image and advertising awareness positively affects brand awareness. Brand awareness gives positive effect only on brand association, which sustains a positive effect on brand image and brand loyalty. Brand image only has a positive effect on perceived quality, which again affects repurchase intention and brand loyalty. Brand loyalty also shows a positive effect on repurchase intention. Originality/value - Brand equity dimensions were viewed as cognitive and attitudinal outcomes of brand equity which affects repurchase intention. The drivers of brand equity were considered from the perspective of country of origin image that firms cannot control or mange, and advertising awareness which firms can control and manage. The findings also explored the relationships between cognitive and attitudinal brand equity.

• Journal of Global Scholars of Marketing Science
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• v.19 no.1
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• pp.47-58
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• 2009

The marketing environment has become competitive to an extent that requires firms to target their products at markets that span national boundaries. However, competitive clout cannot be achieved in global consumer markets unless firms thoroughly understand and adequately respond to the core values and needs of those consumers. Brand equity is one of the most important assets to a company. Especially in sportswear markets, brand equity is the crucial value added to a product by its brand name. Factors such as country of origin also influence customer's attitude towards brand equity. Therefore, this paper discusses the relationship between country of origin effect and brand equity, and how they influence consumers' loyalty for respective brands. This paper focused on the sports shoes market, because it is an increasing area of opportunity for world manufacturers. The objectives of this study were the following. (1) Test the effect of country of origin on brand equity. (2) Test how brand equity influences consumers' brand loyalty. (3) Find whether there are differences in the effects of country of origin and brand equity among the three countries. (4) Find whether there are differences in the effects of country of origin and brand equity among the different lifestyles. Based on the review of literature results, the hypotheses are concluded as the following: H1-a: Country image has positive influence on country of origin. H1-b: Product perception has positive influence on country of origin. H2-a: Perceived quality has positive effect on brand equity. H2-b: Perceived price has positive effect on brand equity. H3: Country of origin has positive effect on brand equity. H4: Brand equity has a positive impact on brand loyalty. Research model was constructed (see Fig. 1). After data analysis, the following results were concluded: sports shoes purchase behavior showed significant differences among Korean, Chinese, and American consumers for favorite brand, purchased brand, purchased place, information usage, and favorite sports games. The results of this study also extend the research of the relationship among country of origin, brand equity and brand loyalty to the sports shoes market. Brand equity was proven to have a significant relationship with brand loyalty for all countries. The factors which can influence brand equity are different for different countries. The third finding of this paper is that we identified different three lifestyles, adventurer, follower, and laggard, for Korean, Chinese and American consumers. Without the nationality boundary, seeing the emergence of a new group of consumers who have similar preferences and buy similar brands is more important. All of the consumers consider brand equity to keep their brand loyalty. Perceived price is the only factor which can influence brand equity for adventurers; brand is more important for them. The laggards were not influenced by any factor. All of the factors expect perceived price are important for the followers. Marketing managers should consider brand equity when introducing their brand into a new market. Also localization is the basic strategy that all the sports shoes companies should understand. But as a global brand, understanding the same characteristics for each country is more important to build global strategy.

• Journal of the Korean Society of Clothing and Textiles
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• v.41 no.2
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• pp.362-377
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• 2017

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-brand-origin. 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.

• Fashion & Textile Research Journal
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• v.22 no.2
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• pp.192-201
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• 2020

This study examined the relationship between Korean male consumers' perceptions of marketing promotion investment such as advertising expenditure and celebrity endorsement are the brand equity elements. It also compared if there were differences on this research model and two groups that selected Korean or foreign country-of-brand-origin in fashion product purchasing. Online survey responses from 414 Korean men in their 20s-30s were analyzed using confirmatory factor analysis (CFA) and structural equation modeling analysis (SEM). Perceptions of advertising expenditures were found to be positively related to brand association in only the group that selected Korean country-of-brand-origin. The results showed a non-significant effect of perceptions for advertising expenditures on perceived product quality in both groups that selected Korean or foreign country-of-brand-origin. The results indicated that celebrity endorsement had a significant effect on brand association for the two male consumer groups. The results also demonstrated that the relationship of celebrity endorsement and perceived quality was significant in only a group that selected Korean country-of-brand-origin. The results also revealed that the effect of brand association and perceived product quality on brand preference was significant in both male consumer groups. This study has useful managerial implications for enhancing the effectiveness of investment in advertising activities.

• Asia-Pacific Journal of Business
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• v.3 no.1
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• pp.17-28
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• 2012

Very few studies have been done on Studying Brand credibility and Involvement as a determinant of Brand Equity. Literature on Brand Equity signifies lots of constructs like, Country of Origin, Brand Signaling, and Brand Power act as determinant to Brand Equity. This study tries to formulate relationship between the construct Brand Credibility and Brand Involvement as Antecedents to Brand Equity of Product. Using a Two Step Structural Equation Modelling approach analysis on the data collected on Mobile Phone brands were done. Result signified that Brand Credibility and Brand Involvement had significant influence on Brand Equity of the Product. On the Other hand there was no significant relationship between Brand Credibility and Brand Involvement of the Product.

• International Commerce and Information Review
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• v.18 no.1
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• pp.131-150
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• 2016

Recently, as most companies are getting globalized, global sourcing of raw materials are also provided actively. Since each country has different, strict and complex rules-of-origins, importance of COO(country-of-origin) is increasing more and more. This study was surveyed with 127 manufacturing companies in South Korea. The purpose of this study is to verify the effect relationship how brand equity and COO capacity impact on the COO performance. The research hypothesis and model was derived from the basis of existing theory and empirical research, and obtained the following results. Firstly, brand equity of the COO showed positive (+) effect on the COO information capacity and product brand equity showed positive (+) effect on the COO management capacity. Secondly, the COO information capacity showed positive (+) effect on the COO management capacity. Lastly, product brand equity and the COO information capacity showed positive (+) effect on the COO performance. This study is differentiated from previous research information by empirically evaluating the relationship between the brand equity and the COO. This study contributed to academic by examining the research on the COO management in South Korea and also practically suggested the direction how manufacturing company in South Korea is to take the advantage of the brand equity and the COO capacity.

• Fashion & Textile Research Journal
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• v.13 no.2
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• pp.173-185
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• 2011

This study aimed to clarify the difference between consumers and hands-on staff in evaluation of the attributes importance of asset evaluation attributes and the relationship between difference from consumers and hands-on staff in evaluation of the attributes and the performance. Subjects for the quantitative research, quota sampling was adopted in the areas where the subject brands were in place, and 452 questionnaires (141 of hands-on staff, 311 of consumers) were analyzed. The results were as follows; 1. The factors that hands-on staff and consumers regarded as most important as to asset evaluation attributes of department store-exclusive importation brands included preference and product quality in the order, and then image, recognition, reliability, and country of origin in the case of hands-on staff, and reliability, image, recognition, and country of origin in the case of consumers in the order. 2. As a result of examining the effect of the difference between hands-on staff and consumers regarding exclusive importation brands(GAP, ZARA) of certain department stores on business achievement and consumer attitude, it turned out that the smaller the difference between the two groups with regard to evaluation, the higher the business achievement and consumer attitude.

• Fashion & Textile Research Journal
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• v.13 no.1
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• pp.44-54
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• 2011

This study aims to clarify the asset evaluation attributes of imported brands exclusively by department stores based on qualitative study. For the qualitative research, hands-on staff of the branch office who had at least 5 years experience in PB-related positions at one of the four domestic department stores(Lotte, Shinsegae, Hyundai, Galleria), and at least 20 years old adults who had purchased imported brand items exclusively by a certain department store(Shinsegae, Lotte) were included. The asset evaluation attributes of department store-exclusively imported brands were drawn up through the one-to-one in-depth interview method. As a result of qualitative study on the asset evaluation attributes of department store-exclusive importation brands, it turned out that there were 4 factors in view of business entity - stability, profitability, growth potential, and relationship, and that there were 6 factors in view of consumers - product quality, recognition, country of origin, image, preference, and reliability. In comparison with the existing preliminary study, it was notable that relationship in view of business entity, and country of origin in view of consumers were added to the asset elements.