The Effects of Korean Wave on the Korean Cosmetics Brand Image of the Chinese Consumers: Focusing on College Students in Beijing

This chapter analysed factors affecting the consumer purchase behaviour towards counterfeit products, and attitudes effect on the purchase intention of consumers. The considered variables are brand image, social influence, price-quality inferences, novelty seeking, and intention towards counterfeit products. A survey was conducted on university and college students in Lebanon. This research employed a structured questionnaire to measure the attitude of consumers using a Likert scale. Variables were measured using chi-square testing to identify their relationship. Results found that customer behaviour towards counterfeit products has a positive relationship with brand image, social influence, novelty seeking, intention, and price-quality inferences.

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The role of Korean prototypical brand image in shaping country image and quality evaluations: a cross-cultural examination

Journal of Fashion Marketing and Management ◽

10.1108/jfmm-10-2019-0232 ◽

2020 ◽

Vol ahead-of-print (ahead-of-print) ◽

Author(s):

Byoungho Ellie Jin ◽

Heesoon Yang ◽

Naeun Lauren Kim

Keyword(s):

National Culture ◽

Structural Equation ◽

Brand Image ◽

Positive Influence ◽

Two Dimensions ◽

Moderating Effect ◽

Equation Modeling ◽

Country Image ◽

Chinese Consumers ◽

Content Type

PurposeBuilt on the prototype and cue theories, the purpose of this study is to understand how a country's prototypical brand, a corporate brand that most consumers associate with a country (e.g. Samsung), contributes to forming two dimensions of country image – overall country image (i.e. macro country image) and product-specific country image (i.e. micro country image) – and how country image impacts the product quality evaluations of Korean cosmetics, along with the moderating effect of national culture.Design/methodology/approachData were collected from 491 US and Chinese consumers ages 20 and older and analyzed using structural equation modeling.FindingsThe findings confirmed the positive influence of prototypical brand image on macro and micro country image. Macro country image also had a positive effect on micro country image. However, only micro country image yielded a positive influence on the quality evaluations of Korean cosmetics. Analyses of the moderating effect of national culture showed that the positive influence of prototypical brand image on macro and micro country image was found to be stronger in China than in the US.Originality/valueThese findings provided new theoretical perspectives for country image studies, and practical insights for companies and governments, especially those in countries whose country image is less distinctive, to help develop effective marketing strategies.

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Exploration of patriotic brand image: its antecedents and impacts on purchase intentions

Asia Pacific Journal of Marketing and Logistics ◽

10.1108/apjml-11-2019-0660 ◽

2020 ◽

Vol ahead-of-print (ahead-of-print) ◽

Author(s):

Yufan Li ◽

Weichen Teng ◽

Tien-Tien Liao ◽

Tom M.Y. Lin

Keyword(s):

College Students ◽

Corporate Social Responsibility ◽

Social Responsibility ◽

Brand Image ◽

Purchase Intentions ◽

Corporate Image ◽

Research Model ◽

Content Type ◽

Corporate Integrity ◽

Corporate Social

PurposeThe recent rise of economic nationalism intensifies consumers' patriotic attitudes toward goods or services and thus encourages enterprises to build patriotic brand images. Nevertheless, few studies have discussed how a patriotic brand image is developed. The purpose of this study aims to fill the gap by examining whether and how a positive corporate image helps a domestic brand establish a patriotic brand image and in turn enhances consumers' purchase intentions in relation to domestic brand products.Design/methodology/approachA research model identifying the antecedents of patriotic brand image (the components of corporate image) is proposed and empirically tested using structural equations with a questionnaire investigating Taiwanese college students' attitudes toward Taiwanese smartphone brands. Three competing models are also proposed and tested to confirm the appropriateness of the research model.FindingsIn addition to the widely recognized impact of perceived quality on purchase intentions, patriotic brand image is found to be effective in enhancing local consumers' intentions to purchase domestic brand products. To shape a patriotic brand image, perceived quality, perceived corporate ability and perceived corporate integrity are the direct approaches, while perceived corporate social responsibility works through perceived corporate integrity, and perceived employer brand enhances only perceived corporate social responsibility.Research limitations/implicationsPotential sampling (college students) and subject (smartphones) biases may limit the generalizability of the presented findingsPractical implicationsWhile patriotic appeals have long been used in marketing communication, they are also likely to precipitate negative brand associations (e.g. nationalism), offending consumers in other countries. By contrast, the development of a positive corporate image serves as an implicit and neutral approach to building a patriotic brand image and can help domestic brands attract local consumers with less harm to foreign markets.Originality/valueThis study is one of notably few studies discussing patriotic brand image and its impacts on purchase intentions. This study also identifies the antecedents of patriotic brand image and how each of them affects patriotic brand image. The findings can help guide domestic brands in building a patriotic brand image.

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Inner-Self vs. Outer-Self and Socially Responsible Product Consumption

Sustainability ◽

10.3390/su12229362 ◽

2020 ◽

Vol 12 (22) ◽

pp. 9362

Author(s):

Yeujun Yoon ◽

Kevin Chastagner ◽

Jaewoo Joo

Keyword(s):

Purchase Intention ◽

Structural Equation ◽

Online Survey ◽

Brand Image ◽

Equation Modeling ◽

Chinese Consumers ◽

Product Consumption ◽

Inner Self ◽

Status Seeking ◽

Underlying Mechanisms

This paper investigates how two fundamental consumer characteristics, self-esteem (inner-self) and status seeking (outer-self), influence consumers’ purchasing behaviors of CSR (Corporate Social Responsibility) products via two mediating effects: brand image and self-enhancement. In particular, we analyze these effects in two different CSR domains: environmental and social. By doing so, we are able to verify the underlying mechanisms of how different types of consumers respond to various CSR promotions. We propose a distinctive CSR consumption model incorporating both inner-self and outer-self components. We collected data from two countries, the US and China, using two commonly used online survey platforms: Amazon M-Turk and Loop Information Technology. Using structural equation modeling, our analysis in the environmental domain revealed that both inner-self and outer-self components play a significant role in consumers’ desire to purchase CSR products. Additionally, this process is mediated by the brand image of the firm and the tendency to enhance self-value. Interestingly, we found that in the social domain, self-enhancement mediated consumer characteristics and purchasing behavior of CSR product, whereas brand image did not. This indicates that environmental CSR activities increase brand value and its impact on purchase intention, while social CSR activities do not. Additionally, we found similar patterns for both US and Chinese consumers.

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How CSR influences customer behavioural loyalty in the Chinese hotel industry

Asia Pacific Journal of Marketing and Logistics ◽

10.1108/apjml-04-2018-0160 ◽

2019 ◽

Vol 32 (1) ◽

pp. 1-22 ◽

Cited By ~ 7

Author(s):

Matthew Tingchi Liu ◽

Yongdan Liu ◽

Ziying Mo ◽

Zhidong Zhao ◽

Zhenghao Zhu

Keyword(s):

Structural Equation ◽

Brand Image ◽

Hotel Industry ◽

Equation Model ◽

Chinese Consumers ◽

Convenience Sample ◽

Content Type ◽

Customer Trust ◽

The Impact ◽

The Relationship

Purpose The purpose of this paper is to focus on how corporate social responsibility (CSR) (i.e. responsibility to customers, employees and society) influences customer behavioural loyalty in the hotel industry. The mediating effects of brand image and customer trust on the relationship between CSR and customer behavioural loyalty are also considered. Design/methodology/approach In total, 298 valid responses to questionnaire surveys were collected from a convenience sample in China in 2017. A structural equation model was used to test the hypotheses. Findings Hotel customer behavioural loyalty can be enhanced by CSR performance. Performance in each of the three CSR domains positively impacted customer behavioural loyalty to different degrees. The impact of CSR on the customer had the strongest influence on Chinese customers’ behavioural loyalty among the three CSR domains of customer, employee and society. Brand image and customer trust were found to be mediators of the relationship between CSR performance and customer behavioural loyalty. Originality/value The current research contributes to the literature by demonstrating that CSR activities are not all equally effective. Results reveal that the society dimension of CSR had the strongest impact on Chinese customers’ brand image of hotels among the three CSR dimensions investigated. In terms of Chinese hotel customers’ trust, the CSR–customer dimension plays the most effective role. The findings also support the notion that Chinese consumers are beginning to use CSR information to evaluate hotels.

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