—The objective of this research is to explore
consumer attitudes in South Korea towards local and American
imported brand (AIB) products. This is done against a
background of increasing prevalence of American brand names
and stereotypes of Country-of-Origin effect. A further objective
is to study the differences if any, in the consumer purchase
decisions of AIB and American translated brands (ATB) among
Koreans and expatriates. A structured questionnaire
administered face-to-face and online to 412 consumers of city of
Daejeon, S. Korea was used. Attitudes of two (2) brands
categorized as “American” in English and also translated in
Korean were measured using a seven-point Likert scale. The
results of the study suggest that products with American brand
labels evoke consumers’ high attention and enhances
consumers’ positive evaluation. This study adds to the body of
knowledge on consumer behavior about country-of-origin effect
and cultural differences in perception towards American
brands. Products with American brand labels (not translated)
can be a tool to attract consumers’ attention. Thus one
recommended strategy based on the current study for
American brands marketers to Korea is to position the products
on attributes of technology and quality, rather than economy
and value for money.
—South Korea, country of origin (COO) effect,
American brands, brands, consumers, ethnocentrism.
The authors are with Sol Bridge International School of Business,
Daejeon, South Korea (e-mail: firstname.lastname@example.org).
Cite: Mahmood A. Awan and Ho Han Chiang, "The Effect of American Translated Brand Name Cue on Brand Association in Korean Market," International Journal of Trade, Economics and Finance vol.5, no.4, pp. 312-316, 2014.