Consumer Behavior

Role of Asian Cultural Authenticity on U.S. Consumers' Perceived Quality, Trust, and Patronage Intention

Authors
  • Sarah Song Southworth (University of Missouri)
  • Jung E. Ha-Brookshire (University of Missouri)

Abstract

Asian brands have come a long way from their main role as global manufacturers to brand developers. However, their stereotyped perception of inferior quality is still a lingering challenge as they attempt to become global players in today’s marketplace. The study examines how the brand's cultural authenticity can improve consumer's quality as well as trust, which can both influence patronage intentions.

How to Cite:

Southworth, S. S. & Ha-Brookshire, J. E., (2016) “Role of Asian Cultural Authenticity on U.S. Consumers' Perceived Quality, Trust, and Patronage Intention”, International Textile and Apparel Association Annual Conference Proceedings 73(1).

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Published on
08 Nov 2016
Peer Reviewed