Modeling Brand Equity of a U.S. Apparel Brand as Perceived by Generation Y Consumers in the Emerging Korean Market

Autor:	Dee K. Knight, Eun Young Kim, Lou E. Pelton
Rok vydání:	2009
Předmět:	Generation y Brand management Polymers and Plastics business.industry Materials Science (miscellaneous) Brand awareness Business Management and Accounting (miscellaneous) Advertising Brand equity Business Marketing Clothing General Business Management and Accounting
Zdroj:	Clothing and Textiles Research Journal. 27:247-258
ISSN:	1940-2473 0887-302X
DOI:	10.1177/0887302x08327085
Popis:	This study examined causal relationships among brand awareness, brand perceptions, and purchase intention by focusing on Korean Generation Y (Gen Y) consumers. A total of 235 usable questionnaires were obtained from college students in major cities in South Korea. Structural and measurement models using a correlation matrix with maximum likelihood was estimated using LISREL 8.53. Findings indicated that Korean consumers’ perceptions of the U.S. apparel brand consisted of three dimensions: perceived quality, prestigious image, and emotional value. Brand awareness was significantly related to three factors of brand perceptions among Korean Gen Y consumers. Brand awareness, especially, affected the prestigious image of a U.S. apparel brand in the Korean market. In addition, emotional value had a positive effect on purchase intention for the U.S. apparel brand among Korean Gen Y consumers. Findings provide implications for brands and retailers developing entry strategies into the Korean fashion market.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::12346689a9b7b3a9a957b1ae62415230 https://doi.org/10.1177/0887302x08327085 Zobrazit plný text záznamu