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Young consumer’s attitude toward local versus foreign luxury brands

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This paper investigates the young consumer’s attitudes toward local versus foreign brands of fashion products. A 4 by 4 fixed factor framework is utilized. This includes four fashion product categories (e.g., Sunglasses, Jeans, Shoes and Perfume) and four COO cues. The four chosen COO were Italy, Australia, South Korea and China. Data (n = 200) were collected using a convenient sample of undergraduate business students in a large university situated in Australia. The findings showed that young (non)status consumption revealed no significant difference in product quality and brand image evaluation for Australian and Italian branded products, however, luxury fashion products branded in Korea and China are not favored. Furthermore, the study suggests that low and high country image as well as the country-related product image are critical elements to influencing the product-country congruity between consumers and their perceptions of luxury fashion products. The findings from this study hold important implications and guidelines for luxury brands and fashion houses that wish to enter an international market to better understand the consumer behavior.

Abstract

This paper investigates the young consumer’s attitudes toward local versus foreign brands of fashion products. A 4 by 4 fixed factor framework is utilized. This includes four fashion product categories (e.g., Sunglasses, Jeans, Shoes and Perfume) and four COO cues. The four chosen COO were Italy, Australia, South Korea and China. Data (n = 200) were collected using a convenient sample of undergraduate business students in a large university situated in Australia. The findings showed that young (non)status consumption revealed no significant difference in product quality and brand image evaluation for Australian and Italian branded products, however, luxury fashion products branded in Korea and China are not favored. Furthermore, the study suggests that low and high country image as well as the country-related product image are critical elements to influencing the product-country congruity between consumers and their perceptions of luxury fashion products. The findings from this study hold important implications and guidelines for luxury brands and fashion houses that wish to enter an international market to better understand the consumer behavior.

참고문헌 (52)

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관련 논문AI추천

Branded there, made here? How country equity influences fashion product consumers in ChinaLiu Feng, Richards Joseph, Shen Dong한국마케팅과학회 · Journal of Global Fashion Marketing2021 · 제12권 제4호One country, multiple country-related effects: An international comparative analysis among emerging countries on Italian fashion productsElena Casprini, Lorenzo Zanni, Simone Guercini, Tommaso Pucci한국마케팅과학회 · Journal of Global Fashion Marketing2017 · 제8권 제2호Emerging adults’ luxury fashion brand value perceptions: A cross-cultural comparison between Germany and ChinaClaude Chailan, Maximilian Faschan, Richard Huaman-Ramirez한국마케팅과학회 · Journal of Global Fashion Marketing2020 · 제11권 제3호Ethnicity versus country-of-origin effects: A situational process-focused approach towards designer fashion brand evaluationJean-Eric Pelet, Monia Massarini, Rubens Pauluzzo한국마케팅과학회 · Journal of Global Fashion Marketing2018 · 제9권 제4호Influence of design, workmanship, and familiarity on perceptions of country-of-origin apparel brands: A study of consumers in the US, China and JapanAn Cheng, Eun-Young Shin, Hye-Shin Kim, Sharron J. Lennon, Wing-sun Liu한국마케팅과학회 · Journal of Global Fashion Marketing2015 · 제6권 제4호“Foreign brands of course!” An ethnographic study exploring COO image perceptions and its influence on the preference of foreign clothing brandsDeacon Jonathan, Khair Nadine, Lloyd-Parkes Elizabeth한국마케팅과학회 · Journal of Global Fashion Marketing2021 · 제12권 제3호

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