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Abstract
This study is concerned with consumers' brand recognition of Korean and Chinese brands. We explored the effects of these variables on brand performance variables such as perceived brand globalness, brand attitude, and purchase intention. The major findings are summarized below. First, the evaluation of a global brand appeared to differ by country. Chinese consumers highly evaluated Korean brand and were willing to buy it. Second, Chinese consumers' brand susceptibility and need for uniqueness were evaluated more highly than Korean consumers'. Third, the country-specific assessments of their global brands were similar. Forth, regardless of nationality, the effects of perceived brand ownership, perceived brand globalness, and brand attitude were important variables in this study. We examined the effects of global brand recognition and personal characteristics on marketing performance for two different countries Korea and China. The findings of this study could help to understand national level of consumer characteristics for a global brand.
Key Words: perceived brand ownership, brand susceptibility, uniqueness, perceived brand globalness, brand attitude
1. Introduction
Recently, in the midst of globalization, there is growing public concern over brand globalness. Consumers with the times feel themselves belonging to the global society by purchasing global brands. Hence this article is to ascertain how the characteristics of Korean and Chinese consumers and brand ownership influence brand globalness as well as brand attitude and purchase intention [1], The specific objectives of this study are as follows. First, we analyze the influences of perceived brand ownership, which is the characteristic of a brand, and consumer's brand susceptibility and need for uniqueness, which are the characteristics of a consumer, on perceived brand globalness. Second, we analyze the influences of perceived brand ownership, susceptibility, and uniqueness on brand attitude. Third, we analyze the influences of perceived brand globalness on brand attitude and purchase intention and, further, the influence of brand attitude on purchase intention.
2. Literature Review and Research Hypotheses
Brand ownership can be referred to as brand origin. Thus the term perceived brand ownership is interpreted as the country that consumers perceive as owning a particular brand.
Perceived brand globalness represents the extent that consumers perceive a brand as being global. A high level of perceived brand globalness indicates that the brand is accepted as a globally familiar...