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Influence of consumers’ brand expectations on apparel brands’ US-based sourcing strategy

Gargi Bhaduri (The Shannon Rodgers and Jerry Silverman School of Fashion Design and Merchandising, Kent State University, Kent, Ohio, USA)

Journal of Consumer Marketing

ISSN: 0736-3761

Article publication date: 9 January 2017

1403

Abstract

Purpose

This study aims to understand how consumers evaluate Made in USA messages that are congruent/incongruent to consumers’ prior expectations about the brand’s US-based sourcing initiatives.

Design/methodology/approach

Two separate studies were conducted. Online experiment was designed implementing both message and treatment variance to increase internal and external validity of the study. Data collected from two distinct samples were analyzed using MANOVA and ANOVA.

Findings

Findings from Study 1 indicated that consumers’ perceived message credibility, attitude toward message and attitude toward brand were highest for congruent messages, followed by when incongruity was resolved and lowest when incongruity was not resolved. Further, consumers’ brand attitudes before and after message exposure were different, with change being most positive for incongruity resolution, followed by congruity, whereas negative for incongruity non-resolution. Findings from Study 2 indicated that consumers’ general attitude toward brands’ US-based sourcing strategies influenced their brand attitude, as well as moderated the relation between schema congruity/incongruity resolution/incongruity non-resolution and brand attitude.

Originality/value

The findings are helpful for brand managers and sourcing personnel to better invest their resources in US-based sourcing strategies. In addition, the findings of the study contribute and extend theory by identifying a boundary condition.

Keywords

Acknowledgements

This project was supported by graduate student research grant awarded by the Center for Digital Globe at the University of Missouri. The authors would also like to thank Dr Jung Ha-Brookshire, Dr Glenn Leshner, Dr Jana Hawley and Dr Pamela Norum at the University of Missouri for their valuable insight. The study would not have been the same without their contributions. This project was supported by graduate student research grant awarded by the Center for Digital Globe at the University of Missouri.

Citation

Bhaduri, G. (2017), "Influence of consumers’ brand expectations on apparel brands’ US-based sourcing strategy", Journal of Consumer Marketing, Vol. 34 No. 1, pp. 74-83. https://doi.org/10.1108/JCM-11-2015-1620

Publisher

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Emerald Group Publishing Limited

Copyright © 2017, Emerald Publishing Limited

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