Modeling Brand Equity of a U.S. Apparel Brand as Perceived by Generation Y Consumers in the Emerging Korean Market

Abstract

This study examined causal relationships among brand awareness, brand perceptions, and purchase intention by focusing on Korean Generation Y (Gen Y) consumers. A total of 235 usable questionnaires were obtained from college students in major cities in South Korea. Structural and measurement models using a correlation matrix with maximum likelihood was estimated using LISREL 8.53. Findings indicated that Korean consumers’ perceptions of the U.S. apparel brand consisted of three dimensions: perceived quality, prestigious image, and emotional value. Brand awareness was significantly related to three factors of brand perceptions among Korean Gen Y consumers. Brand awareness, especially, affected the prestigious image of a U.S. apparel brand in the Korean market. In addition, emotional value had a positive effect on purchase intention for the U.S. apparel brand among Korean Gen Y consumers. Findings provide implications for brands and retailers developing entry strategies into the Korean fashion market.