• Korea Trade Review
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• v.42 no.5
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• pp.43-69
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• 2017

The study examined moderating role of thinking style about causality in the relationship between the perceived brand globalness(PBG) and the brand evaluation. Thinking style about causality is divided into interactionism and dispositionism. Individualism culture shows a tendency of thinking style about causality to dispositionism, and collectivist cultures shows a tendency for interactionism. We conducted a survey on Korean college students who represent collectivist cultures and foreign students from countries of individualistic culture and analyzed data through structural equation modeling. Analysis result showed that the higher the respondents perceived PBG, the higher they perceived brand quality, brand quality, and brand price. However, it showed that PBG has greater positive effects on perceived brand quality and perceived brand reputation among Korean students than students from individualistic cultures. On the other hand, the effects of PBG on perceived brand price did not show any significant difference between Korean students and students from individualist cultures. Thus, we can conclude that thinking style about causality plays a moderating role in the relationship between PBG and perceived brand quality and brand reputation, while it does not do so between PBG and perceived brand price.

• Journal of Digital Convergence
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• v.14 no.6
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• pp.133-142
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• 2016

The purpose of this study is to test the effects of brand image and product similarity with the original on the attitude toward the counterfeit of prestige brand. Especially this study is focused on the moderating effect of perceived bland globalness (PBG) and the influence of the original attitude on the counterfeit one. The results of this study are as follows 1) brand image has a positive impact on the counterfeit attitude as well as the original one. And symbolic image is more positive than functional image on the both of them. 2)The moderating effect of PBG appeared between brand image and attitude. Namely, there is no statistical difference according to PBG in the effect of brand image on the original attitude. But the effect of brand image on the counterfeit attitude is higher in case of high PBG. 3) Product similarity of the counterfeit with the original has a positive impact on only the counterfeit attitude. And the similarity of perceived quality is more positive than appearance similarity on the counterfeit attitude. 4) The original attitude has a positive impact on the counterfeit one.