본문 바로가기
HOME> 논문 > 논문 검색상세

논문 상세정보

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  );
  • 초록

    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.


  • 주제어

    brand equity .   purchase intentions .   nationality .   lifestyle .   sportswear.  

  • 참고문헌 (51)

    1. 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 
    2. Kamakura, W. A., & Russell, G. J. (1993). Measuring brand value with scanner data. International Journal of Research in Marketing, 10(1), 9-22 
    3. Keller, K. L. (1998). Strategic brand management: building, measuring and managing brand equity. Englewood Cliffs: Prentice-Hall 
    4. Keller, K. L., & Sood, S. (2003). Brand equity dilution. MIT Sloan Management Review, 45(1), 12-15 
    5. 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     
    6. Krishnan, B. C., & Hartline, M. D. (2001). Brand equity: Is it more important for service. Journal of Service Marketing, 15(5), 328-342 
    7. Lazer, W. (1963). Lifestyle concept and marketing in toward scientific marketing. Proceedings of the American Marketing Association Winter Conference, 130-131 
    8. Myers, C. A. (2003). Managing brand equity: A look at the impact of attributes. Journal of Product & Brand Management, 12(1), 39-51 
    9. 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 
    10. Brockman, B. K., & Morgan, R. M. (2003). The role of existing knowledge in new product innovativeness and performance. Decision Science, 34(2), 385-491 
    11. Domzal, T., & Unger, L. (1987). Emerging positioning strategies in global marketing. Journal of Consumer Marketing, 4(4), 23-37 
    12. 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 
    13. 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     
    14. Sethi, S. P. (1971). Comparative cluster analysis for world markets. Journal of Marketing Research, 8(4), 348-54 
    15. 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 
    16. 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     
    17. 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 
    18. 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 
    19. Jain, S. C. (1987). International marketing management (2nd ed.). Boston: Kent Publishing 
    20. 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 
    21. 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     
    22. Kaiser, S. B. (1990). The social psychology of clothing (2nd ed.). Macmillan: New York, NY 
    23. Aaker, D. A. (1991). Managing brand equity: Capitalizing on the value of a brand name. New York: Free Press 
    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 
    25. Moorman, C., & Rust, R. T. (1999). The role of marketing. Journal of Marketing, 63(4), 180-197 
    26. 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 
    27. 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 
    28. 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 
    29. Lasser, W., Mittal, B., & Sharma, A. (1995). Measuring customer-based brand equity. Journal of Consumer Marketing, 12(4), 11-19 
    30. 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 
    31. Simon, C. J., & Sullivan, M. W. (1993). The measurement and determinants of brand equity: A financial approach. Management Science, 12(1), 28-53 
    32. Slater, S. F., & Narver, J. C. (1994). Does competitive environment moderate the market orientation-performance relationship?. Journal of Marketing, 58(1), 46-55 
    33. 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 
    34. 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 
    35. Fornell, C., & Larker, D. F. (1981). Evaluating structural equation models with unobserved variables and measurement error. Journal of Marketing Research, 18(1), 39-50 
    36. Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1), 1-22 
    37. 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 
    38. 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     
    39. Van Osselaer, S. M. J., & Alba, J. W. (2000). Consumer learning and brand equity. Journal of Consumer Research, 27(1), 1-16 
    40. Lattin, J., Carroll, J. D., & Green, P. E. (2003), Analyzing multivariate data. London: Thomoson Learning, Inc 
    41. Cobb-Walgren, C. J., Ruble, C. A., & Donth, N. (1995). Brand equity, brand preference, and purchase intent. Journal of Advertising, 24(3), 25-40 
    42. Ourusoff, A. (1993). Who said brands are dead. Brandweeek, 34(9), 20-33 
    43. Douglas, S. P., & Craig, C. S. (1992). Advances in international marketing. International Journal of Research in Marketing, 9(4), 291-318 
    44. 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 
    45. Giddens, A. (1999). Runaway world: How globalization is reshaping our lives. London: Profile Books 
    46. 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 
    47. 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 
    48. Pitta, D. A., & Katsanis, L. P. (1995). Understanding brand equity for successful brand extension. Journal of Consumer Marketing, 12(4), 51-64 
    49. 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 
    50. Byne, B. M. (2001). Structural equation modeling with amos - basic concepts, applications and programming. Mahwah: Lawrence Erlbaum Association 
    51. Kang, S. J. (2001). Effect of the influential factors on brand equity. Journal of Global Academy of Marketing Science, 8, 1-35     

 활용도 분석

  • 상세보기

    amChart 영역
  • 원문보기

    amChart 영역

원문보기

무료다운로드
  • NDSL :
유료다운로드

유료 다운로드의 경우 해당 사이트의 정책에 따라 신규 회원가입, 로그인, 유료 구매 등이 필요할 수 있습니다. 해당 사이트에서 발생하는 귀하의 모든 정보활동은 NDSL의 서비스 정책과 무관합니다.

원문복사신청을 하시면, 일부 해외 인쇄학술지의 경우 외국학술지지원센터(FRIC)에서
무료 원문복사 서비스를 제공합니다.

NDSL에서는 해당 원문을 복사서비스하고 있습니다. 위의 원문복사신청 또는 장바구니 담기를 통하여 원문복사서비스 이용이 가능합니다.

이 논문과 함께 출판된 논문 + 더보기