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Cited by 345

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Cross‐cultural consumer values, needs and purchase behavior

Kim, Jai‐Ok, Forsythe, Sandra, Gu, Qingliang, Jae Moon, Sook·2002·Journal of Consumer Marketing
DOI 10.1108/07363760210444869
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Abstract

This study examined the relationship of consumer values, needs and purchase behavior in two Asian consumer markets, China and South Korea. Between self‐directed values and social affiliation values, self‐directed values were the underlying determinant of needs to be satisfied by apparel products. Among the three types of needs identified to be satisfied through apparel (i.e. experiential, social and functional needs), experiential needs were the most important needs that influenced apparel purchases of female consumers in both Asian markets. Consumers in both country markets exhibited brand loyal behavior in apparel purchases, fulfilling all three needs. However, actualization patterns of each need through brand loyal behavior differed between the two consumer samples. While for brand‐loyal Chinese consumers experiential image was the most important aspect of the branded apparel appeal to female consumers, social image with performance quality assurance was a more important feature of the branded apparel appeal to consumers in Korea. Implications for brand image management for international markets were discussed.

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Metadata

Authors
Kim, J., Forsythe, S., Gu, Q., & Jae Moon, S.
Venue
Journal of Consumer Marketing
Publisher
Emerald
Published
2002-11-01
Volume
19
Issue
6
Pages
481-502
ISSN
0736-3761 (ISSN-L)
DOI
10.1108/07363760210444869
OpenAlex
W2082667171
Cited by
345
References
1
FWCI
20.69
Type
journal article
Language
en
Open access
closed
Licence
www.emerald.com/insight/site-policies (tdm)

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