• ISSN: 2010-023X (Print)
    • Abbreviated Title: Int. J. Trade, Economics and Financ.
    • Frequency: Bimonthly
    • DOI: 10.18178/IJTEF
    • Editor-in-Chief: Prof.Tung-Zong (Donald) Chang
    • Executive Editor: Ms. Cherry L. Chen
    • Abstracting/ Indexing:  ProQuest, Crossref, Electronic Journals Library , EBSCO, and Ulrich's Periodicals Directory
    • E-mail: ijtef@ejournal.net
IJTEF 2014 Vol.5(4): 312-316 ISSN: 2010-023X
DOI: 10.7763/IJTEF.2014.V5.389

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The Effect of American Translated Brand Name Cue on Brand Association in Korean Market

Mahmood A. Awan and Ho Han Chiang
Abstract—The objective of this research is to explore consumer attitudes in South Korea towards local and American imported brand (AIB) products. This is done against a background of increasing prevalence of American brand names and stereotypes of Country-of-Origin effect. A further objective is to study the differences if any, in the consumer purchase decisions of AIB and American translated brands (ATB) among Koreans and expatriates. A structured questionnaire administered face-to-face and online to 412 consumers of city of Daejeon, S. Korea was used. Attitudes of two (2) brands categorized as “American” in English and also translated in Korean were measured using a seven-point Likert scale. The results of the study suggest that products with American brand labels evoke consumers’ high attention and enhances consumers’ positive evaluation. This study adds to the body of knowledge on consumer behavior about country-of-origin effect and cultural differences in perception towards American brands. Products with American brand labels (not translated) can be a tool to attract consumers’ attention. Thus one recommended strategy based on the current study for American brands marketers to Korea is to position the products on attributes of technology and quality, rather than economy and value for money.

Index Terms—South Korea, country of origin (COO) effect, American brands, brands, consumers, ethnocentrism.

The authors are with Sol Bridge International School of Business, Daejeon, South Korea (e-mail: mawan@solbridge.ac.kr).


Cite: Mahmood A. Awan and Ho Han Chiang, "The Effect of American Translated Brand Name Cue on Brand Association in Korean Market," International Journal of Trade, Economics and Finance vol.5, no.4, pp. 312-316, 2014.

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