KOREASCHOLAR

A BRAND ATTITUDE COMPARISON BETWEEN EAST ASIANS AND WESTERNERS: EXPLORING THE ROLE OF EMOTION AND COGNITION ON ATTITUDE FORMATION

Yoko Sugitani
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/271884
Global Marketing Conference
2014 Global Marketing Conference at Singapore (2014.07)
pp.1484-1489
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

This study examined differences in brand attitude bases between Japanese and Americans. ‘Pride’ was a universal predictor of brand attitudes among both Japanese and American participants. However, Japanese consumers strongly emphasized ‘emotional attachment’, whereas Americans’ brand attitudes mostly derived from product functionality. The reason was discussed in light of Cultural-psychology.

Author
  • Yoko Sugitani(Sophia University)