This research provides novel insight on U.S. consumers’ perceived quality and patronage intentions from different Asian brand cues. The study also contributes to the body of literature on how the relationship between specific Asian brand cues and perceived quality may differ as a function of age.
Southworth, S.(. and Kim, M. (2015), "Perceived Quality of Asian Brands by U.S. Consumers: Case of Cosmetic Brand Using Age as a Moderator", International Marketing in the Fast Changing World (Advances in International Marketing, Vol. 26), Emerald Group Publishing Limited, Bingley, pp. 235-253. https://doi.org/10.1108/S1474-797920150000026011
Emerald Group Publishing Limited
Copyright © 2015 Emerald Group Publishing Limited