Abstract
Purpose: The purpose of this paper is to analyze how national stereotype, country of origin (COO), and fashion brand’s images influence consumers’ brand evaluations and purchase intentions regarding fashion collections. Korea (Seoul) and overseas (New York and Paris) collections are compared and analyzed. Design/methodology/approach: The authors conduct a structural equation modeling and multi-group analysis using data collected from Seoul, New York, and Paris. Findings: Consumers make higher brand evaluations and ultimately have stronger purchase intentions toward fashion collections from countries that have stronger COO and fashion brand images. In the context of fashion collections, COO image is greatly influenced by a nation’s political economic and cultural artistic images. In addition, comparing the domestic Seoul fashion collection with New York and Paris collections reveals that a national stereotype images, COO images of fashion collection, and fashion brand’s images cause different brand evaluation and purchase intention. Originality/value: The overarching value of the study is that it expands COO research, which has been limited to actual products. Also, the results provide a basic foundation for establishing marketing strategy based on COO image as a way to enhance the development and image of fashion collection.
| Original language | English |
|---|---|
| Pages (from-to) | 254-271 |
| Number of pages | 18 |
| Journal | International Marketing Review |
| Volume | 34 |
| Issue number | 2 |
| DOIs | |
| Publication status | Published - 2017 Jan 1 |
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All Science Journal Classification (ASJC) codes
- Business and International Management
- Marketing
Cite this
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Country of origin effects on brand image, brand evaluation, and purchase intention : A closer look at Seoul, New York, and Paris fashion collection. / Kim, Namhoon; Chun, Eunha; Ko, Eunju.
In: International Marketing Review, Vol. 34, No. 2, 01.01.2017, p. 254-271.Research output: Contribution to journal › Article
TY - JOUR
T1 - Country of origin effects on brand image, brand evaluation, and purchase intention
T2 - A closer look at Seoul, New York, and Paris fashion collection
AU - Kim, Namhoon
AU - Chun, Eunha
AU - Ko, Eunju
PY - 2017/1/1
Y1 - 2017/1/1
N2 - Purpose: The purpose of this paper is to analyze how national stereotype, country of origin (COO), and fashion brand’s images influence consumers’ brand evaluations and purchase intentions regarding fashion collections. Korea (Seoul) and overseas (New York and Paris) collections are compared and analyzed. Design/methodology/approach: The authors conduct a structural equation modeling and multi-group analysis using data collected from Seoul, New York, and Paris. Findings: Consumers make higher brand evaluations and ultimately have stronger purchase intentions toward fashion collections from countries that have stronger COO and fashion brand images. In the context of fashion collections, COO image is greatly influenced by a nation’s political economic and cultural artistic images. In addition, comparing the domestic Seoul fashion collection with New York and Paris collections reveals that a national stereotype images, COO images of fashion collection, and fashion brand’s images cause different brand evaluation and purchase intention. Originality/value: The overarching value of the study is that it expands COO research, which has been limited to actual products. Also, the results provide a basic foundation for establishing marketing strategy based on COO image as a way to enhance the development and image of fashion collection.
AB - Purpose: The purpose of this paper is to analyze how national stereotype, country of origin (COO), and fashion brand’s images influence consumers’ brand evaluations and purchase intentions regarding fashion collections. Korea (Seoul) and overseas (New York and Paris) collections are compared and analyzed. Design/methodology/approach: The authors conduct a structural equation modeling and multi-group analysis using data collected from Seoul, New York, and Paris. Findings: Consumers make higher brand evaluations and ultimately have stronger purchase intentions toward fashion collections from countries that have stronger COO and fashion brand images. In the context of fashion collections, COO image is greatly influenced by a nation’s political economic and cultural artistic images. In addition, comparing the domestic Seoul fashion collection with New York and Paris collections reveals that a national stereotype images, COO images of fashion collection, and fashion brand’s images cause different brand evaluation and purchase intention. Originality/value: The overarching value of the study is that it expands COO research, which has been limited to actual products. Also, the results provide a basic foundation for establishing marketing strategy based on COO image as a way to enhance the development and image of fashion collection.
UR - http://www.scopus.com/inward/record.url?scp=85017644898&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=85017644898&partnerID=8YFLogxK
U2 - 10.1108/IMR-03-2015-0071
DO - 10.1108/IMR-03-2015-0071
M3 - Article
AN - SCOPUS:85017644898
VL - 34
SP - 254
EP - 271
JO - International Marketing Review
JF - International Marketing Review
SN - 0265-1335
IS - 2
ER -