Role of Asian Cultural Authenticity on U.S. Consumers' Perceived Quality, Trust, and Patronage Intention

Date
2016-11-08
Authors
Southworth, Sarah
Ha-Brookshire, Jung
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Abstract

Asian brands have come a long way from their main role as global manufacturers to brand developers. However, their stereotyped perception of inferior quality is still a lingering challenge as they attempt to become global players in today’s marketplace. The study examines how the brand's cultural authenticity can improve consumer's quality as well as trust, which can both influence patronage intentions.

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