The effect of brand consciousness on interpersonal influences, brand values, and purchase intention: Cases for American and Korean college students

This study aims to examine the effect of brand consciousness on interpersonal influences, value facets of brand equity, and purchase intention in selecting a global apparel brand in American and Korean markets. This study found that the effect of brand consciousness based on the response of purchase intention was similar with both American and Korean college students. While brand consciousness was positively related to both normative and informational influences, only the causal relationship among normative influence, emotional value, and purchase intention was significant and positive in this study. Informational influence did not influence functional value and purchase intention in brand response. The results of this study suggest that apparel marketers should appeal to their targeted consumers’ reference groups and promote the brand through credible informational sources in the global market when they target brand-conscious consumers. In addition, global apparel marketers need to develop a branding strategy for promoting the emotional value aspect of a brand that satisfies the consumers’ psychological and social needs in wearing the brand. This study contributes to providing implications for developing global apparel branding strategies in a targeted global market.