• Journal of the Korean Society of Clothing and Textiles
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• v.22 no.2
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• pp.215-223
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• 1998

The main purpose of this study was to investigate if and how country-of-origin as product characteristics and attitude toward imported brand and brand familiarity as consumer characteristics have impacts on consumer satisfaction with imported apparel. Disconfirmation paradigm was used as a theoretical framework. 570 consumers who had buying experiences of imported apparel were interviewed in department stores. The results showed that the most influential factor on consumer satisfaction with imported apparel was perceived clothing product performance. Country-of-origin and expectations had little effects. Country-of-origin appeared effective on consumer satisfaction only in the case of European products. Consumers were satisfied less as their expectations level were high, which indicated expectations had contrast effects on clothing satisfaction.

• Asia-Pacific Journal of Business
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• v.15 no.3
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• pp.67-79
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• 2024

Purpose - A brand's country-of-origin (COO) could influence a behavior of consumers in a country. Nevertheless, there have been few studies of how exporters overcome the barrier of a negative COO effect and what can be a useful strategy for an exporter to alleviate the effect on consumer behavior. Against this background, it is essential to present a factor moderating the effect on consumers' brand awareness. Therefore, suggesting that environmental, social, and governance (ESG) management would be such a factor, we attempted to develop a model showing that the management could moderate the relationship between the COO effects and consumers' recall and evaluation toward a foreign brand. Design/methodology/approach - Using the stakeholder theory, the categorization, and the attribution theory as underlying theories, our study developed an empirically testable model that explains and predicts consumers' behaviors. Findings - We posited that positive ESG information influences consumers' brand recall and evaluation. In addition, we posited that positive ESG information moderates the COO effects on consumers' brand recall. Finally, we posited that positive ESG information moderates the COO effects on consumers' brand evaluation. Research implications or Originality - This manuscript filled a knowledge gap of none of alternative strategy toward COO effects in export marketing and provided implications regarding exporters' branding strategy in a foreign country.

• Asia-Pacific Journal of Business
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• v.7 no.1
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• pp.59-69
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• 2016

An extensive body of research on the effects of country-of-origin has emerged in the international marketing and business literature streams. Nonetheless, extant studies do not satisfactorily demonstrate whether and how a foreign firm's choice of market entry mode influences consumers' purchase intentions of its product in country-related affect contexts. Using a survey and an experimental design, we aimed to provide evidence of the effects of the choice on consumers' evaluation and attitude of its product in an animosity context and in a national image context. Through the survey, we collected data regarding consumer animosity, national image, product evaluation, and product attitude from 185 university students and tested the hypotheses that consumer animosity and national image have effects on foreign product evaluation and attitude. The results of the survey research show that personal animosity has a negative effect on consumers' evaluation of foreign products and that a country's image regarding economics has positive effects on consumers' attitude toward foreign products as well as consumers' evaluation of foreign products. In the experimental design, we divided subjects into four groups and exposed them to several descriptions of hypothetical purchase situations. Conducting a 2 (market entry modes)${\times}2$ (country-of-origin) ANOVA, we tested the hypothesis that a market entry mode influences foreign product evaluation and attitude. The results of the experimental study reveal that in a high country-related product association (Germany), market entry modes have insignificant effects on foreign product evaluation and attitude. In addition, in a low country-related product association (China), international partnership has more positive effects on foreign product evaluation and attitude than does exporting.

• Journal of the Korean Society of Clothing and Textiles
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• v.28 no.6
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• pp.723-733
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• 2004

This study was designed to find out the effects of country-of-origin and price on the perceived quality, perceived value and purchase willingness of t-shirt products. This study will allow marketers to find the target consumers and to choose both the suitable country -of -origin and the reasonable selling price. This study was based on theoretical and empirical methods. For the empirical methodology, 3${\times}$3 between subjects factorial design with country-of-origin (U.S.A. vs. Korea vs. China) and price(high price vs. middle price vs. low price) was used. The nine types surveys by country-of-origin and price were transmitted to 960 undergraduate and graduate school students in Seoul. A total of 912 questionnaires were used in the final statistical analyses using factor analysis, MANOVA, Duncan test, and Tukey test. The results of this study were as follows: First, in the case of the perceived quality, participants evaluated t-shirt products better when the origin is U.S.A. followed by Korea and China in the order. Second, price affected the perceived value and purchase willingness. In the perceived value and purchase willingness, low priced t-shirt products were evaluated higher than the middle and high priced ones. Third, in the perceived quality, high priced Korean t-shirt products were evaluated lower than high and middle priced American t-shin products. In the perceived value, low priced Chinese t-shirt products were evaluated lower than middle priced Korean t-shirt products. In the purchase willingness, low priced American and low priced Korean t-shirt products and middle priced Korean t-shirt products were evaluated higher than all priced Chinese t-shirt products.

• 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.

• The Research Journal of the Costume Culture
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• v.20 no.2
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• pp.208-221
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• 2012

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.

• Asia-Pacific Journal of Business
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• v.1 no.2
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• pp.1-21
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• 2010

A good brand name is very important for the success of a product. A thoughtful brand name can convey information that can influence potential customers in a positive way. Thus marketers often formulate brand names intended to explicitly or implicitly play a role in influencing customer perceptions. One way of doing this is to have a brand name bearing connotations to a foreign country. In general, prior research on country-of-origin effects has not adequately focused on exploring brand name connotation and its effect on product evaluation. This research presents a conceptual framework for determining if/how brand name connotation to a foreign country affects product evaluation. Specifically, this paper reviews relevant literature pertaining to country-of-origin and brand name connotation, discusses a conceptualization, proposes research hypotheses, and outlines procedures for collecting data to evaluate the proposed hypotheses.

• Journal of the Korean Society of Clothing and Textiles
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• v.31 no.7
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• pp.1085-1096
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• 2007

Globalization of market has put considerable research activities in cosmopolitism and nationalism. In addition, consumer's perception of product's country of origin is widely regarded as an important influence on their shopping behavior. The objective of this paper is to investigate the joint effect of cosmopolitanism and nationalism on shopping orientation and awareness of the country of origin of fashion products among Korean young consumers. Data from 471 young Korean consumers were analyzed. According to the cosmopolitanism/nationalism measure, respondents were segmented into three groups: global, local and glocal group. Results indicated that global and glocal consumers value symbolic and non-conforming aspects of fashion product shopping and were more interested in country of origin of products than local consumers. Global consumers showed higher level of foreign product preference than local and glocal consumers. Some managerial implication for marketing practitioners was suggested.

• Asia Marketing Journal
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• v.10 no.4
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• pp.65-98
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• 2009

The present study purposed to examine empirically the effects of animosity against a product's country of origin on product evaluation, attitude and purchase intention. For this study, we conducted an experiment of 316 university students in the Metropolitan area. The results of this study suggest that the negative influence of animosity against the country-of-origin on attitude and purchase intention was higher for low-typicality products than for high-typicality ones. This result suggests that the negative influence of animosity against a specific country is not equal among all products from the country, but can vary among the products. For products manufactured in a country other than the country-of-origin, the negative influence of animosity against the country-of-origin did not decrease. This result means that, even for multinational products, animosity against the country-of-origin can have a negative influence on the consumers' response to the products. Based on major findings of this study, both academic and practical issues are discussed. Suggestions for future studies are provided.

• Journal of the Korean Society of Food Culture
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• v.21 no.5
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• pp.439-445
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• 2006

The purpose of this study was to measure respondent's demographic characteristics, respondent's attitudes toward chicken, and factor influencing on the level of perceived helpfulness of country of origin in predicting the quality of chicken. The data was collected through a consumer survey during the March 2006. A total number of 250 meat consumers living in Suncheon, the eastern part of Chonnam, were randomly selected as respondents. Eleven respondents did not complete the survey instrument, resulting in a final sample size of 239. All estimations were carried out using chi-square, correlation, and logistic procedure of SAS package. The results are as follows. The level of perceived helpfulness of country of origin in predicting the quality of chicken was significantly different by age and occupation of demographic variables, and was significantly correlated with respondent informed of attitude variables. The proportional odds assumption of model was not violated at p<0.05. The effects of income, occupation and respondent informed on the level of perceived helpfulness of country of origin in predicting the quality of chicken. The results from this study could be useful in developing marketing and health promotion strategies, as well as government trade policy.