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Modeling Young Global Consumers' Apparel Brand Resonance

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Modeling Young Global Consumers' Apparel Brand Resonance FRANK, PHILLIP, Ph.D. Modeling Young Global Consumers’ Apparel Brand Resonance: A Cross-Cultural Comparison Between The United States and Thailand (2013). Directed by Dr. Kittichai (Tu) Watchravesringkan. 278 pp. 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 image positively influenced attitudes toward global brands, iii which in turn positively influenced brand resonance. Theoretical and managerial implications are provided. Limitations and future research directions are addressed. iv MODELING YOUNG GLOBAL CONSUMERS’ APPAREL BRAND RESONANCE: A CROSS-CULTURAL COMPARISON BETWEEN THE UNITED STATES AND THAILAND by Phillip Frank A Dissertation Submitted to the Faculty of The Graduate School at The University of North Carolina at Greensboro in Partial Fulfillment of the Requirements for the Degree Doctor of Philosophy Greensboro 2013 Approved by __________________________________ Committee Chair ii © 2013 Phillip Frank iii DEDICATION I wish to dedicate this dissertation to James Ledbetter for teaching me how to me a man and to Tyler Grubb for teaching me how to be a kid again. ii APPROVAL PAGE This dissertation has been approved by the following committee of the Faculty of The Graduate School at The University of North Carolina at Greensboro. Committee Chair ____________________________ Dr. Kittichai Watchravesringkan Committee Members ____________________________ Dr. Nancy Hodges ____________________________ Dr. Jennifer Yurchisin ____________________________ Dr. Terry Ackerman October 23, 2013 ____________________________ Date of Acceptance by Committee ______October___________________ 23, 2013 Date of Final Oral Examination iii ACKNOWLEDGEMENTS I am very blessed to have met some wonderful people who have helped me immensely to bring my dissertation to completion. First of all, I would like to express my deepest appreciation and gratitude to my committee chair and mentor, Dr. Kittichai Watchravesringkan. Thank you for all of your insights, guidance and support in this pursuit. I would also like to thank my committee members, Dr. Nancy Hodges, Dr. Jennifer Yurchisin and Dr. Terry Ackerman for all of their continuous support, valuable comments, critiques, and interests in my research. Dr. Hodges, for all of her support and guidance, Dr. Yurchisin, for all of the great talks and assistance in theory development, and Dr. Ackerman, for all of his statistical expertise and kindness. All of my committee members have been devoted and given wonderful guidance to make this dissertation possible. Also, I would like to extend my sincere appreciate to my friends and family for their countless understanding, love, patience and support in this journey. To my mom, Cindy Frank, for always pushing me in my educational pursuits. Thank you for always believing in me. To Daniel Boone, for teaching me to take life as it comes and to enjoy the whims of faith. To my sister, Wendy Grubb, for always being a great big sister. Thank you for always making me feel at home regardless of where I am in the world. To the Grubbs, for their contagious smiles. Thank you for always making me feel welcome. To my friends, both new and old, for all of their love, laughs and good times. To Patrick iv Nordan, for all of the talks. You are like a brother to me. Thank you for the memories. To Mary Nason for giving me my first chance in research and always telling me to go the next step. To Terry Cormier and Frances Hogsten for showing me what true leadership looks like, each in their own unique way. I’d like to express my great appreciation to all those who have encouraged and supported me through this process. I am where I am today because of your support. I’d also like to thank God for all of the many ways in which he has blessed me and made all of this possible. Finally, to Tyler and Logan Grubb, thank you for making me the luckiest uncle in the world. Never give up, because you never gave up on me. Always know how much I love you both and will always be there for you. Lash up and stow. v TABLE OF CONTENTS Page LIST OF TABLES ............................................................................................................ ix LIST OF FIGURES .......................................................................................................... xi CHAPTER I. INTRODUCTION……………………………………………………..…...… 1 Research Background ..................................................................................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......................................................................................17 Purpose of the Study ..................................................................................19 Significance of the Study ...........................................................................20 Definition of Key Terms ............................................................................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 Consumption of Global Brands .......................................................................38 Strategic Approaches of Sportswear Brands in Global Markets .......................................................................42 Theoretical Foundations.............................................................................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
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