Modeling young global consumers' apparel brand resonance

278 Pages·2013·3.05 MB·English

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

____O_c_t_o_b_e_r _2_3_, _2_0_1_3_ _______
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

vi