The role of prototypical brand image on shaping country image and product quality evaluation: A cross-cultural examination

dc.contributor.author Jin, Byoungho
dc.contributor.author Yang, Heesoon
dc.contributor.author Kim, Naeun
dc.contributor.author Jung, Minji
dc.date 2018-10-21T16:58:41.000
dc.date.accessioned 2020-06-30T05:39:53Z
dc.date.available 2020-06-30T05:39:53Z
dc.date.issued 2017-01-01
dc.description.abstract <p>This study paid attention to the role of a corporate brand that most represents the country, referred to as prototypical brand, in shaping country image. Since the role of the prototypical brand (e.g., Samsung) in creating positive image will be critical in newly industrialized countries (NIEs), this study examines the context of Korea. Built on prototype, schema, and cue theories, this study proposes a research model that examines the impact of prototypical brand image on shaping the overall country image (i.e., macro country image) and product-specific country image (i.e., micro country image), which influences consumers' evaluation of product quality of Korean cosmetics and empirically tests the model with the U.S. and Chinese consumers. This study tests the model in two cultures to see if the proposed model is robust across two cultures: high collectivism and individualism cultures.</p>
dc.identifier archive/lib.dr.iastate.edu/itaa_proceedings/2017/posters/49/
dc.identifier.articleid 1988
dc.identifier.contextkey 11601743
dc.identifier.s3bucket isulib-bepress-aws-west
dc.identifier.submissionpath itaa_proceedings/2017/posters/49
dc.identifier.uri https://dr.lib.iastate.edu/handle/20.500.12876/51712
dc.relation.ispartofseries International Textile and Apparel Association (ITAA) Annual Conference Proceedings
dc.source.bitstream archive/lib.dr.iastate.edu/itaa_proceedings/2017/posters/49/CUL_Jin_Prototypical_20Brand_20Image.pdf|||Sat Jan 15 00:29:39 UTC 2022
dc.subject.disciplines Fashion Business
dc.subject.disciplines Fashion Design
dc.subject.disciplines Fiber, Textile, and Weaving Arts
dc.title The role of prototypical brand image on shaping country image and product quality evaluation: A cross-cultural examination
dc.type event
dc.type.genre event
dspace.entity.type Publication
relation.isSeriesOfPublication 5d0f3f8c-2190-47b2-bb58-b59e2d1740d5
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