The Impacts of University Brand on Korean and US Consumers: Focusing on Brand Reputation and Brand Fit

• 발행기관: 한국무역연구원
• 저자명: Seryong Shin Jinhwan Hong
• 간행물 정보: 『무역연구』제18권 제2호, 65~79쪽, 전체 15쪽
• 주제분류: 경제경영 > 무역학
• 파일형태: PDF
• 발행일자: 2022.04.30

영문 초록

Purpose This study examines the impacts of brand reputation and fit of university brand on brand evaluation, purchase intention, and willingness to pay price in a cross-cultural context. Design/Methodology/Approach An experiment with questionnaire survey method was used in Korea and the U.S. to compare the different brand effects of university brands. Findings This study identifies the cultural difference between Korean and U.S. consumers regarding university brands. Korean consumers prefer the reputation of a university brand, while, to the contrary, U.S. consumers prefer the fit of a university brand. Research Implications This study clarifies the advantages of a university brand in the corporate-university alliance. Particularly, it can help brand managers find an appropriate alliance partner using the information regarding appropriate characteristics of a university brand. In addition, this study investigates the cultural differences of consumers responding to university brand.

목차

Ⅰ. Introduction

Ⅱ. Theoretical Background and Hypotheses

Ⅲ. Research Methodology

Ⅳ. Results and Dicussion

Ⅴ. Conclusion and Implications

키워드

Brand Fit Brand Reputation Cross-culture University Brand