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Title Modeling young global consumers' apparel brand resonance: a cross-cultural comparison between the United States and Thailand
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Publication Date
Degree Level doctoral
University/Publisher University of North Carolina – Greensboro
Abstract With the expansion of globalization, the increasingly competitive environment of fashion has led to the diffusion of brands across borders and cultures. Furthermore, with the expansion of multinational brands as well as increasingly global media communications, young consumers represent an optimal segment for the proliferation of global consumer culture (GCC). Thus, the purpose of this study is to develop and empirically test a model of young consumers' apparel brand resonance within a global sportswear context. Specifically, the study seeks to 1) examine the role of socialization agents as determinants of young consumers' acculturation to a global consumer culture (AGCC); 2) investigate the impact of young consumers' acculturation to a global consumer culture on their perceived brand equity; 3) examine the effect of young consumers' perceived brand equity on brand attitudes, which in turn, is expected to influence brand resonance; and 4) to explore whether such a model can be applied with young consumers residing in Thailand. If the model can be applied across samples, we can further explore similarities and differences regarding the relationships proposed in the model. Data was collected via a self-report questionnaire administered to samples of college students at major universities in metropolitan cities in the United States and Thailand. The study's final sample consisted of 636 responses. Of these, 336 were American and 300 were Thai. Confirmatory factor analysis and path analysis were employed to answer all hypotheses using a structural equation model. Results showed that all three socialization agents (e.g., parents, peers and media) showed an influence on certain dimensions of the AGCC among young American consumers. That is, while parents positively influenced the cosmopolitan (COS) dimension, peers positively influenced the openness and desire to emulate the global consumer culture (OPE) dimension. In addition, media also positively influenced exposure to global media (GMM) dimension and openness and desire to emulate the global consumer culture (OPE) dimension. Among Thai consumers, only parents and peers revealed an influence on certain dimensions of AGCC. That is, while parents positively influenced EXM dimension, peers influenced OPE and ELU dimensions. Furthermore, results showed that among young American consumers, while brand awareness was positively influenced by COS, brand awareness was negatively influenced by EXM and ELU. Also, while brand image was positively influenced by COS, brand image was negatively influenced by EXM and ELU. Among young Thai consumers, results showed that while brand awareness was positively influenced by ELU and GMM, brand awareness was negatively influenced by COS. In addition, brand image was positively influenced by EXM and GMM. Results further revealed that among young American consumers, brand awareness and brand image positively influenced attitudes toward global brands, which in turn positively influenced brand resonance. Among young Thai consumers, only brand…
Subjects/Keywords Consumer behavior – Cross-cultural studies; Globalization – Social aspects; Fashion – Social aspects – Cross-cultural studies; Clothing and dress – Social aspects – Cross-cultural studies; Young consumers – United States; Young consumers – Thailand
Contributors Kittichai Watchravesringkan (advisor)
Country of Publication us
Record ID oai:nc-docks:15491
Repository nc-docks
Date Retrieved
Date Indexed 2019-01-23
Grantor The University of North Carolina at Greensboro

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…Hassan & Kaynak, 1994). In subsequent chapters, Hassan and Kaynak (1994) also describe the changes in consumer behavior as the result of the proliferation of global influences such as increases in wages, life expectancy, literacy and…

…the acculturation of young consumers to global consumer culture and the effect of this acculturation on brand purchasing behaviors (i.e. attitudes toward global brands, brand equity and brand resonance). Thailand is ranked as the 19th most…

…1 The Impact of Globalization and Consumer Markets ......................1 Young Consumers and Global Brand Consumption ........................4 Statement of the Problem .............................................................................8…

…The Study’s Context ..................................................................................13 Thailand versus the United States ..................................................13 Sportswear…

…23 Organization of Chapters ...........................................................................25 II. LITERATURE REVIEW …………………..………………………………. 26 The Globalization of Young Consumer Markets .......................................26 The…

…Impact of Globalization: Homogenization versus Hybridization of Cultures ...................26 Global Consumer Culture and its Consumption of Global Brands .................................................31 Young Global Consumer Segment and Its…

…46 Consumer Socialization .................................................................46 Socialization Agents ......................................................................48 Acculturation to the Global Consumer Culture (AGCC)…

…57 Consumer-Based Brand Equity......................................................63 Attitudes toward the Brand and Brand Resonance as Outcomes of Consumer-Based Brand Equity ........................66 vi Proposed Conceptual Framework…

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