U.S. Consumers' Patronage Intentions towards Asian Brands' Uniqueness: Moderating Role of Consumer's Lifestyle

dc.contributor.author Southworth, Sarah
dc.date 2018-10-19T02:37:51.000
dc.date.accessioned 2020-06-30T05:36:52Z
dc.date.available 2020-06-30T05:36:52Z
dc.date.issued 2016-11-09
dc.description.abstract <p>In response to the growing number of Asian brands expanding into Western markets like the U.S., this study examines U.S. consumers and their lifestyle characteristics that may especially attract them to the unique appeal of Asian brands. Even though Asian brand uniqueness has been found to be an important asset for encouraging consumers to patronize a brand, the role that lifestyle characteristics play particularly in the context of Asian brands has not been studied. To fill this gap, the study specifically examined how Asian brand uniqueness can influence patronage intention and how these outcomes are moderated by different consumer lifestyle characteristics such as global identity, consumer innovativeness, and urban living. Furthermore, the study specifically examines Asian brand uniqueness through the influence of cultural authenticity of the Asian brands.</p>
dc.identifier archive/lib.dr.iastate.edu/itaa_proceedings/2016/posters/43/
dc.identifier.articleid 1690
dc.identifier.contextkey 10440109
dc.identifier.s3bucket isulib-bepress-aws-west
dc.identifier.submissionpath itaa_proceedings/2016/posters/43
dc.identifier.uri https://dr.lib.iastate.edu/handle/20.500.12876/51273
dc.relation.ispartofseries International Textile and Apparel Association (ITAA) Annual Conference Proceedings
dc.source.bitstream archive/lib.dr.iastate.edu/itaa_proceedings/2016/posters/43/INT_Southworth_Asian_20Brand_20Uniqueness_RES.pdf|||Sat Jan 15 00:15:08 UTC 2022
dc.subject.disciplines Fashion Business
dc.subject.disciplines Fashion Design
dc.title U.S. Consumers' Patronage Intentions towards Asian Brands' Uniqueness: Moderating Role of Consumer's Lifestyle
dc.type event
dc.type.genre event
dspace.entity.type Publication
relation.isSeriesOfPublication 5d0f3f8c-2190-47b2-bb58-b59e2d1740d5
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