The Research Journal of the Costume Culture (복식문화연구)

The Costume Culture Association (복식문화학회)
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The Effects of Sportswear Brands' Country-of-Origin on Purchase Intention in Terms of Brand Personality as Perceived by Chinese University Students

스포츠웨어 브랜드 원산지 이미지가 중국 대학생들의 브랜드 개성 지각과 구매의도에 미치는 영향

  • Zhang, Fang-Fang (Graduate School of Chonbuk National University) ;
  • Kim, Yong-Sook (Dept. of Clothing & Textiles.Research Institute of Human Ecology, Chonbuk National University)
  • 장방방 (전북대학교 대학원) ;
  • 김용숙 (전북대학교 의류학과.인간생활과학연구소)
  • Received : 2011.12.26
  • Accepted : 2012.04.02
  • Published : 2012.04.30
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Abstract

The purpose of this study is to identify the effects of sportswear brands' country-of-origin on purchase intention (PI) in terms of brand personality as perceived by Chinese university students. Chinese students preferred to shop for sportswear at specialty stores, liked Nike and Adidas most, design was the most important factor when selecting, selected their sportswear themselves, and gathered information from TV ads. With regard to perceptions of brands country-of-origin, America was perceived as a developed country, influential to the world, but as having a bad relationship with China. Germany was perceived as a developed country and as having a well-developed civic culture, good people image, high technology, high influence on the world, and a good relationship with China. Italy was perceived as a developed country with the highest civic culture. China was perceived as a developing country, as having a good people image, and low technology and low influence on the world. Japan was perceived as a developed country with high technology. Factors of brand personality were sincerity, competence & sophistication, and excitement. Nike was perceived as having high competence & sophistication and excitement, Adidas as having high competence & sophistication and excitement, Lining as having high sincerity, and Mizuno's brand personality was very low. People image, competence & sophistication and excitement became higher, PI of Adidas increased. If people image, competence & sophistication and excitement became higher, PI of Kappa increased. If a country was developed and competence & sophistication and excitement became higher, PI of Lining increased. If civic culture, people image, technology, competence & sophistication and excitement became higher, PI of Mizuno increased.

Keywords

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