Journal of the Korean Society of Clothing and Textiles (한국의류학회지)

The Korean Society of Clothing and Textiles (한국의류학회)
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The Effect of Country of Origin and Apparel Brand Equity on Consumers' Willingness to Purchase Apparel -Comparison of Korean and U.S. Consumers-

원산지와 의류 상표자산가치가 소비자의 의류구매의도에 미치는 영향 -한국과 미국의 소비자를 중심으로-

  • 이정욱 (동국대학교 가정교육학과)
  • Published : 2000.07.01
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Abstract

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.

Keywords

References

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