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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

ISBN: 978-1-78560-233-7, eISBN: 978-1-78560-232-0

ISSN: 1474-7979

Publication date: 24 October 2015

Abstract

Originality/value

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.

Keywords

Citation

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

Publisher

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Emerald Group Publishing Limited

Copyright © 2015 Emerald Group Publishing Limited