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