Consumers from Emerging Markets: Perceptions and Attitudes Toward Global Sporting Brands

Kim, Chiyoung; Heere, Bob

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Title

Main Title Consumers from Emerging Markets: Perceptions and Attitudes Toward Global Sporting Brands

Creator

Author: Kim, Chiyoung

Creator Type: Personal

Creator Info: University of Texas at Austin
Author: Heere, Bob

Creator Type: Personal

Creator Info: University of South Carolina; University of North Texas

Publisher

Name: FiT Publishing

Place of Publication: Morgantown, West Virginia

Date

Creation: 2012

Language

English

Description

Content Description: This article examines how the transition from emerging market to consumer market has affected consumer perceptions on global sport apparel brands.
Physical Description: 14 p.

Subject

Keyword: global sport apparel brands
Keyword: consumer behaviors
Keyword: consumer perceptions

Source

Journal: Sport Marketing Quarterly, 2012. Morgantown, WV: FiT Publishing

Citation

Publication Title: Sport Marketing Quarterly
Volume: 21
Issue: 1
Page Start: 19
Page End: 31
Peer Reviewed: True

Collection

Name: UNT Scholarly Works

Code: UNTSW

Institution

Name: UNT College of Business

Code: UNTCOB

Rights

Rights Access: public

Resource Type

Article

Format

Text

Identifier

ISSN: 1557-2528
Archival Resource Key: ark:/67531/metadc1248349

Degree

Academic Department: Management

Note

Display Note: Abstract: While consumers within emerging markets are the largest growth market for global sport apparel brands, relatively little is known about how they perceive these brands. These emerging markets have recently become consumer markets for Western brands, yet they initially served as producing nations. This study examined how this transition affected consumer perceptions on global sport apparel brands. Consumer behavior theories, such as the brand as “Western status symbol,” ethnocentrism, the country of origin effect, and the country of manufacturing effect were all incorporated within this exploration. Fifteen interviews were held with young adult consumers from both India and China. In contrast to previous studies, we suggest that these respondents view Western sport apparel brands favorably because they are seen as an instrument to express a global citizenship. Additionally, the international labor practices did not seem to directly harm the global brands, but they did diminish some of the utilitarian advantages the Western brands possessed.