다차원적 브랜드 글로벌화가 스포츠웨어 브랜드의 품질;명성;태도;구매의도에 미치는 영향

The Effects of Multi-dimensions of Brand Globalness on Quality;Prestige;Attitude;and Purchase Intention of Sportswear Brand: Focusing on Chinese Consumers

Purpose This study examined the effects of the multiple dimensions of perceived brand globalness on brand quality;prestige;attitude;and purchase intention of Chinese consumers. Moreover;the study investigated the moderating effects of consumer ethnocentrism. Design/Methodology/Approach The study included 470 male and female respondents who purchased sportswear products in China. The data analyses software used for the study were SPSS 22.0 for exploratory factor analysis;and AMOS 25.0 for confirmatory factor analysis and path analysis. Findings Results showed that perceived brand globalness is divided into three factors such as perceived market reach;perceived standardization;and global consumer culture positioning. Path analysis results revealed that all factors relative to perceived brand globalness are positively related to prestige. There were positive effects of quality and prestige on attitude and purchase intention. In addition;there were moderating effects of consumer ethnocentrism on the relationships among the variables. Research Implications Based on the results of the study;the marketing strategies for global brands targeting Chinese consumers can be effectively crafted and implemented.