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Modeling Brand Equity of a U.S. Apparel Brand as Perceived by Generation Y Consumers in the Emerging Korean MarketChungbuk National University, eunykim{at}cbnu.ac.kr, University of North Texas
Chungbuk National University, University of North Texas
Chungbuk National University, University of North Texas This study examined causal relationships among brand awareness, brand perceptions, and purchase intention by focusing on Korean Generation Y (Gen Y) consumers. A total of 235 usable questionnaires were obtained from college students in major cities in South Korea. Structural and measurement models using a correlation matrix with maximum likelihood was estimated using LISREL 8.53. Findings indicated that Korean consumers’ perceptions of the U.S. apparel brand consisted of three dimensions: perceived quality, prestigious image, and emotional value. Brand awareness was significantly related to three factors of brand perceptions among Korean Gen Y consumers. Brand awareness, especially, affected the prestigious image of a U.S. apparel brand in the Korean market. In addition, emotional value had a positive effect on purchase intention for the U.S. apparel brand among Korean Gen Y consumers. Findings provide implications for brands and retailers developing entry strategies into the Korean fashion market.
Key Words: brand equity • Generation Y • Korea • U.S. apparel brand
This version was published on October
1, 2009 Clothing and Textiles Research Journal, Vol. 27, No. 4,
247-258 (2009) |
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