The Influences of Perceived Brand Ownership, Susceptibility, and Uniqueness on Perceived Brand Globalness of Korean and Chinese Consumers

Abstract

This study is concerned with consumers' brand recognition of Korean and Chinese brands. Brand recognition can be explained as perceived brand ownership, consumer’s brand susceptibility, and consumer’s need for uniqueness. We explored the effects of these variables on brand performance variables such as perceived brand globalness, brand attitude, and purchase intention. The major findings and their implications are summarized below. First, the evaluation of a global brand appeared to differ by country. In other words, Chinese consumers highly evaluated Korean brand and were willing to buy it. Second, Chinese consumers’ brand susceptibility and need for uniqueness were evaluated more highly than Korean consumers’. Third, the country-specific assessments of their global brands were similar. In other words, despite the evolution of the market to globalization, consumers seem to have a high self-esteem for their global brand.