International Journal of Human Ecology

The Korean Home Economics Association (대한가정학회)
권호 표지

The Moderating Effects of Nationality and Lifestyle on the Relationship between Brand Equity and Purchase Intentions

  • Ko, Eun-Ju (Department of Clothing and Textiles, Yonsei University) ;
  • Zhang, Hao (Department of Clothing and Textiles, Yonsei University)
  • Received : 2009.10.23
  • Accepted : 2009.12.01
  • Published : 2009.12.30
Download PDF
⟨ Previous Next ⟩

Abstract

This research investigates the differences in sportswear purchasing behavior between global consumers in Korea and China. Korean and Chinese consumers showed significant differences in purchasing behavior. Brand personality, perceived price, and brand loyalty showed a significant, positive relationship with purchase intentions across both cultural groups. The results identified two lifestyle categories for Korean and Chinese consumers: Adventurer and Follower. The consumers of each lifestyle group have significantly different views regarding brand equity and purchase intentions. Several marketing implications are discussed in this paper.

Keywords

References

  1. Aaker, D. A. (1991). Managing brand equity: Capitalizing on the value of a brand name. New York: Free Press
  2. Anderson, J. C., & Gerbing, D. W. (1988). Structural equation modeling in practice: A review and recommended two-step approach. Psychological Bulletin, 103(3), 411-423 https://doi.org/10.1037/0033-2909.103.3.411
  3. Atilgan, E., Aksoy, S., & Akinci, S. (2005). Determinants of the brand equity: A verification approach in the beverage in Turkey. Marketing Intelligence & Planning, 23(3), 237-248 https://doi.org/10.1108/02634500510597283
  4. Bae, H. J., Kang, Y. J., Kim, D. O., & Chung, I. H. (2005). Lifestyle of male college students and their preference of casual wear style. Journal of the Korean Society of Costume, 55(1), 86-100
  5. Boedeker, M. (1995). New-type and traditional shoppers: A comparison of two major consumer groups. International Journal of Retail & Distribution Management, 23(3), 17-26 https://doi.org/10.1108/09590559510083966
  6. Brockman, B. K., & Morgan, R. M. (2003). The role of existing knowledge in new product innovativeness and performance. Decision Science, 34(2), 385-491 https://doi.org/10.1111/1540-5915.02326
  7. Byne, B. M. (2001). Structural equation modeling with amos - basic concepts, applications and programming. Mahwah: Lawrence Erlbaum Association
  8. China Economic Net (2008). China becomes major consumer in sportswear market. Retrieved August, 2008, from http://en.ce.cn/Industries/Consumen-Industries/200808/04/t20080804_16379638.html
  9. Cobb-Walgren, C. J., Ruble, C. A., & Donth, N. (1995). Brand equity, brand preference, and purchase intent. Journal of Advertising, 24(3), 25-40 https://doi.org/10.1080/00913367.1995.10673481
  10. Domzal, T., & Unger, L. (1987). Emerging positioning strategies in global marketing. Journal of Consumer Marketing, 4(4), 23-37 https://doi.org/10.1108/eb008208
  11. Douglas, S. P., & Craig, C. S. (1992). Advances in international marketing. International Journal of Research in Marketing, 9(4), 291-318 https://doi.org/10.1016/0167-8116(92)90002-3
  12. Fornell, C., & Larker, D. F. (1981). Evaluating structural equation models with unobserved variables and measurement error. Journal of Marketing Research, 18(1), 39-50 https://doi.org/10.2307/3151312
  13. Fraj, E., & Martinez, E. (2005). Environmental values and lifestyle as determining factors of ecological consumer behavior: An empirical analysis. Journal of Consumer Marketing, 23(3), 133-144 https://doi.org/10.1108/07363760610663295
  14. Giddens, A. (1999). Runaway world: How globalization is reshaping our lives. London: Profile Books
  15. Jain, S. C. (1987). International marketing management (2nd ed.). Boston: Kent Publishing
  16. Jung, J. H., & Sung, E. Y. (2008). Consumer-based brand equity: Comparison among Americans and South Koreans in the USA and South Koreans in Korea. Journal of Fashion Marketing and Management, 12(1), 24-35 https://doi.org/10.1108/13612020810857925
  17. Kaiser, S. B. (1990). The social psychology of clothing (2nd ed.). Macmillan: New York, NY
  18. Kamakura, W. A., & Russell, G. J. (1993). Measuring brand value with scanner data. International Journal of Research in Marketing, 10(1), 9-22 https://doi.org/10.1016/0167-8116(93)90030-3
  19. Kang, S. J. (2001). Effect of the influential factors on brand equity. Journal of Global Academy of Marketing Science, 8, 1-35 https://doi.org/10.1080/12297119.2001.9707514
  20. Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1), 1-22 https://doi.org/10.2307/1252054
  21. Keller, K. L. (1998). Strategic brand management: building, measuring and managing brand equity. Englewood Cliffs: Prentice-Hall
  22. Keller, K. L., & Sood, S. (2003). Brand equity dilution. MIT Sloan Management Review, 45(1), 12-15
  23. Kim, H. (2005). A comparative study on the lifestyle trait of local city resident. Journal of Global Academy of Marketing Science, 15(2), 203-225 https://doi.org/10.1080/12297119.2005.9707489
  24. Kim, Y. M., & Kang, S. J. (1999). Influencing factors of elements of brand equity. Journal of Global Academy of Marketing Science, 4, 53-86 https://doi.org/10.1080/12297119.1999.9707455
  25. Ko, E. J., & Yun, S. Y. (2004). Impact of fashion brand personality on brand preference and purchase intention-comparison among formal, casual, sports brands. Journal of Global Academy of Marketing Science, 14, 59-80 https://doi.org/10.1080/12297119.2004.9707222
  26. Ko, E. J., Kim, E. Y., Taylor, C. R., Kim, K. H., & Kang, I. J. (2007). Cross-national market segmentation in the fashion industry. International Marketing Review, 24(5), 629-651 https://doi.org/10.1108/02651330710828022
  27. Ko, E. J., Kim, K. H., & Zhang, H. (2008). A cross cultural study of antecedents of purchase intention for sports shoes in Korea and China. Journal of Global Academy of Marketing Science, 18(1), 157-177 https://doi.org/10.1080/12297119.2008.9707281
  28. Ko, E. J., Kim, K. H., Kim, S. H., Li, G., Zou, P., & Zhang, H. (2009). The relationship among country of origin, brand equity, and brand loyalty: Comparison among USA, China and Korea. Journal of Gobal Academy of Marketing Science, 19(1), 47-58 https://doi.org/10.1080/12297119.2009.9707286
  29. Krishnan, B. C., & Hartline, M. D. (2001). Brand equity: Is it more important for service. Journal of Service Marketing, 15(5), 328-342 https://doi.org/10.1108/EUM0000000005654
  30. Lasser, W., Mittal, B., & Sharma, A. (1995). Measuring customer-based brand equity. Journal of Consumer Marketing, 12(4), 11-19 https://doi.org/10.1108/07363769510095270
  31. Lattin, J., Carroll, J. D., & Green, P. E. (2003), Analyzing multivariate data. London: Thomoson Learning, Inc
  32. Lazer, W. (1963). Lifestyle concept and marketing in toward scientific marketing. Proceedings of the American Marketing Association Winter Conference, 130-131
  33. Lee, O. H., & Kim, J. K. (2004). A study on the Japanese university students’ clothing buying behavior according to their lifestyle. Journal of the Korean Society of Clothing and Textiles, 29(2), 298-306
  34. Lee, S. H. (2000). A study on conspicuous consumption and clothing shopping motives according to life style. Journal of the Korean Society of Costume, 8(6), 842-852
  35. Lee, Y. D. (1998). Study of factors analysis on the purchasing behavior of sportswear consumers. The Korean Journal of Physical Education, 37(4), 594-604
  36. Lim, K. B., & Lim, S. J. (1993). A study on clothing purchasing behavior and lifestyle. Journal of the Korean Society of Clothing and Textiles, 17(3), 359-366
  37. Moorman, C., & Rust, R. T. (1999). The role of marketing. Journal of Marketing, 63(4), 180-197 https://doi.org/10.2307/1252111
  38. Myers, C. A. (2003). Managing brand equity: A look at the impact of attributes. Journal of Product & Brand Management, 12(1), 39-51 https://doi.org/10.1108/10610420310463126
  39. Ourusoff, A. (1993). Who said brands are dead. Brandweeek, 34(9), 20-33
  40. Phinney, J. S. (1992). The multi-group ethnic identity measure: A new scale for use with diverse group. Journal of Adolescent Research, 7(2), 156-176 https://doi.org/10.1177/074355489272003
  41. Pitta, D. A., & Katsanis, L. P. (1995). Understanding brand equity for successful brand extension. Journal of Consumer Marketing, 12(4), 51-64 https://doi.org/10.1108/07363769510095306
  42. Roth, M. S. (1995). The effects of culture and socioeconomics on the performance of global brand image strategies. Journal of Marketing Research, 32(2), 163-175 https://doi.org/10.2307/3152045
  43. Sethi, S. P. (1971). Comparative cluster analysis for world markets. Journal of Marketing Research, 8(4), 348-54 https://doi.org/10.2307/3149574
  44. Shim, S., & Bickle, M. C. (1994). Benefit segments of the female apparel market: Psychographics, shopping orientations, and demographics. Clothing and Textiles Research Journal, 12(2), 1-12 https://doi.org/10.1177/0887302X9401200201
  45. Shufeldt, L., Oates, B., & Vaught, B. (1998). Is lifestyle an important factor in the purchase of OTC drugs by the elderly?. Journal of Consumer Marketing, 15(2), 111-124 https://doi.org/10.1108/07363769810210304
  46. Simon, C. J., & Sullivan, M. W. (1993). The measurement and determinants of brand equity: A financial approach. Management Science, 12(1), 28-53
  47. Slater, S. F., & Narver, J. C. (1994). Does competitive environment moderate the market orientation-performance relationship?. Journal of Marketing, 58(1), 46-55 https://doi.org/10.2307/1252250
  48. Van Osselaer, S. M. J., & Alba, J. W. (2000). Consumer learning and brand equity. Journal of Consumer Research, 27(1), 1-16 https://doi.org/10.1086/314305
  49. Wang X., Yang, Z., & Liu, N. R. (2009). The impacts of brand personality and congruity on purchase intention: Evidence from Chinese Mainland’s automobile market. Journal of Global Marketing, 22, 199-215 https://doi.org/10.1080/08911760902845023
  50. Yasin, N. M., Noor, M. N., & Mohamad, O. (2007). Does image of country-of-origin matter to brand equity. Journal of Product & Brand Management, 16(1), 38-48 https://doi.org/10.1108/10610420710731142
  51. Yoo, B., Donthu, N., & Lee, S. (2000). An examination of selected marketing mix elements and brand equity. Journal of the Academy of Marketing Science, 28(2), 195-211 https://doi.org/10.1177/0092070300282002