Brand popularity as an advertising cue affecting consumer evaluation on sustainable brands: a comparison study of Korea, China, and Russia

This study examines how brand popularity in conjunction with consumers' varied styles of decision-making, as well as other consumer characteristics, can influence the overall evaluation of a sustainable brand. The results of our empirical analysis show that the effect of brand popularity varies widely according to which countries one considers. Here we examined Korea, China, and Russia, and found in each country that popularity significantly influenced consumers' evaluations of sustainable brands, yet in very different aspects. In Korea, when the brand popularity cue was presented, a significant positive influence on consumer evaluation resulted. However, China showed a significant negative influence, while Russia showed neutral, insignificant results. In addition, we found also that both a brand's fashion leadership and its connection with sustainable, conscientious causes can work as moderators. Finally, we found that consumer decision-making style varies not only according to fashion leadership and sustainability involvement, but that each country had a different opinion on sustainability in general. Thus, several important implications for international marketing are here presented.

[1]  W. Wells.  Discovery-oriented consumer research. , 1993 .

[2]  E. Rogers,et al.  Diffusion of innovations , 1964, Encyclopedia of Sport Management.

[3]  The Purchasing Patterns of University Students in Buying the Winning Products in Korea and China: Focusing on Beverages, Cell Phones and Clothing Products , 2009 .

[4]  P. Parker,et al.  Marketing Universals: Consumers’ Use of Brand Name, Price, Physical Appearance, and Retailer Reputation as Signals of Product Quality , 1994 .

[5]  D. F. Blankertz,et al.  Risk taking and information handling in consumer behavior , 1969 .

[6]  C. Hatton,et al.  Reliability and validity of the PAS-ADD Checklist for detecting psychiatric disorders in adults with intellectual disability. , 1998, Journal of intellectual disability research : JIDR.

[7]  I. Vermeir,et al.  Sustainable Food Consumption: Exploring the Consumer “Attitude – Behavioral Intention” Gap , 2006 .

[8]  Jeanne L. Hafstrom,et al.  Consumer Decision-Making Styles: Comparison Between United States and Korean Young Consumers , 1992 .

[9]  Eun Mi Lee,et al.  Seeking a Better Place: Sustainability in the CPG Industry , 2010 .

[10]  R. D. Buzzell,et al.  Modelling changes in market share: A cross‐sectional analysis , 1981 .

[11]  P. Parker,et al.  Marketing universals: Consumers' use of brand name, price, physical appearance, and retailer , 1994 .

[12]  Angella J. Kim,et al.  Impacts of Luxury Fashion Brand’s Social Media Marketing on Customer Relationship and Purchase Intention , 2010 .

[13]  George B. Sproles.  Analyzing Fashion Life Cycles—Principles and Perspectives , 1981 .

[14]  A Study of a Social Content Model for Sustainable Development in the Fast Fashion Industry , 2012 .

[15]  Chung K. Kim,et al.  Brand popularity and country image in global competition: managerial implications , 1995 .

[16]  C. L. Olson.  On choosing a test statistic in multivariate analysis of variance. , 1976 .

[17]  Hsi-Peng Lu,et al.  Exploring the emotional, aesthetic, and ergonomic facets of innovative product on fashion technology acceptance model , 2009, Behav. Inf. Technol..

[18]  Charles F. Hofacker,et al.  Measuring Consumer Innovativeness , 1991 .

[19]  W. Tullar,et al.  Making sense of the market: An exploration of apparel consumption practices of the Russian consumer , 2007 .

[20]  G. Cestre,et al.  Determining ecology-related purchase and post-purchase behaviours using structural equations , 2004 .

[21]  C. W. Park,et al.  Familiarity and Its Impact on Consumer Decision Biases and Heuristics , 1981 .

[22]  Charles H. Schwepker,et al.  An Examination of Ecologically Concerned Consumers and Their Intention to Purchase Ecologically Packaged Products , 1991 .

[23]  P. Rajan Varadarajan,et al.  Standardization versus Adaptation of International Marketing Strategy: An Empirical Investigation , 1993 .

[24]  Geert Hofstede,et al.  The Applicability of McGregor's Theories in South East Asia , 1987 .

[25]  Steven Lysonski,et al.  Cross-Cultural Generalizability of a Scale for Profiling Consumers' Decision-Making Styles , 1993 .

[26]  P. Rajan Varadarajan,et al.  An Analysis of the Market Share-Profitability Relationship , 1993 .

[27]  B. Sternquist,et al.  Fast Fashion and In-Store Hoarding , 2011 .

[28]  S. Durvasula,et al.  Consumer Decision Making Styles: A Multi- Country Investigation , 1996 .

[29]  Eunju Ko,et al.  A Study on the Legal Protection of Fashion Design: Comparison between Korea and the United States , 2011 .

[30]  THE EFFECTS OF PRICE AND SCARCITY ON THE VALUATION OF FASHIONS BY FASHION OPINION LEADERS AND NONOPINION LEADERS. , 1973 .

[31]  William Morris.  The American Heritage dictionary of the English language , 1969 .

[32]  Kyulim Kim,et al.  Art Infusion in Fashion Product: The influence of Visual Art on Product Evaluation and Purchase Intention of Consumers , 2012 .

[33]  H. Schrank,et al.  Correlates of Fashion Leadership: Implications for Fashion Process Theory* , 1973 .

[34]  Sharron J. Lennon,et al.  Individual Differences in Fashion Orientation and Cognitive Complexity , 1987 .

[35]  Howard L. Fromkin,et al.  Uniqueness, the human pursuit of difference , 1980 .

[36]  Minja Kim,et al.  Part 1: Fashion Leadership among Korean College Women , 1982 .

[37]  J. Thøgersen.  Special Session Summary Consumer Values, Behavior and Sustainable Development , 2001 .

[38]  R. Argenbright.  Remaking Moscow: New Places, New Selves [*] , 1999 .

[39]  Diana Adler,et al.  Using Multivariate Statistics , 2016 .

[40]  Chung Koo Kim,et al.  Brand Popularity, Country Image and Market Share: An Empirical Study , 1997 .

[41]  Juran Kim,et al.  Examining relationships among sustainable orientation, perceived sustainable marketing performance, and customer equity in fast fashion industry , 2014 .

[42]  Richard Ettenson.  Brand Name and Country of Origin Effects in the Emerging Market Economies of Russia, Poland and Hungary , 1993 .

[43]  S. P. Raj,et al.  Striking a Balance between Brand “Popularity” and Brand Loyalty , 1985 .

[44]  Kirsi Niinimäki,et al.  Eco-clothing, consumer identity and ideology , 2010 .

[45]  Ludwig M. K. Chang,et al.  An Investigation of Decision‐Making Styles of Consumers in China , 2001 .

[46]  Jane E. Workman,et al.  Fashion Opinion Leadership, Fashion Innovativeness, and Need for Variety , 1993 .

[47]  Jerry C. Olson,et al.  Cue Utilization in the Quality Perception Process , 1972 .

[48]  E. Y. Kim,et al.  Marketing mix elements influencing brand attitude strength: Global vs. domestic SPA brands , 2013 .

[49]  George B. Sproles.  Fashion: Consumer behavior toward dress , 1979 .

[50]  Jane E. Workman,et al.  Use of the Need for Uniqueness Scale to Characterize Fashion Consumer Groups , 2000 .

[51]  Richard L. Celsi,et al.  The Role of Involvement in Attention and Comprehension Processes , 1988 .

[52]  Jerry Corrie Olson,et al.  CUE UTILIZATION IN THE QUALITY PERCEPTION PROCESS: A COGNITIVE MODEL ANDAN EMPIRICAL TEST , 1972 .

[53]  I. Phau,et al.  Attitudes toward domestic and foreign luxury brand apparel , 2008 .

[54]  J. Xiao,et al.  Consumer Decision‐Making Styles of Young‐Adult Chinese , 1998 .

[55]  George B. Sproles,et al.  A methodology for profiling consumers' decision-making styles , 1986 .

[56]  J. Zaichkowsky.  Measuring the Involvement Construct , 1985 .

[57]  Ronald E. Goldsmith,et al.  Fashion Leaders' and Followers' Attitudes Toward Buying Domestic and Imported Apparel , 2000 .

[58]  D. H. Dean.  Brand Endorsement, Popularity, and Event Sponsorship as Advertising Cues Affecting Consumer Pre-Purchase Attitudes , 1999 .