TY - JOUR
T1 - The role of Korean prototypical brand image in shaping country image and quality evaluations
T2 - a cross-cultural examination
AU - Jin, Byoungho Ellie
AU - Yang, Heesoon
AU - Kim, Naeun Lauren
N1 - Publisher Copyright:
© 2020, Emerald Publishing Limited.
PY - 2020
Y1 - 2020
N2 - Purpose: Built 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/approach: Data were collected from 491 US and Chinese consumers ages 20 and older and analyzed using structural equation modeling. Findings: The 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/value: These 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.
AB - Purpose: Built 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/approach: Data were collected from 491 US and Chinese consumers ages 20 and older and analyzed using structural equation modeling. Findings: The 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/value: These 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.
KW - Country image
KW - Product quality
KW - Prototypical brand image
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UR - http://www.scopus.com/inward/citedby.url?scp=85091457945&partnerID=8YFLogxK
U2 - 10.1108/JFMM-10-2019-0232
DO - 10.1108/JFMM-10-2019-0232
M3 - Article
AN - SCOPUS:85091457945
SN - 1361-2026
VL - 25
SP - 389
EP - 406
JO - Journal of Fashion Marketing and Management
JF - Journal of Fashion Marketing and Management
IS - 3
ER -