This study investigated the effectiveness of a brand marketing strategy that can be used by Asian brands originating from particularly emerging Asian countries to introduce themselves to the U.S. consumers. Specifically, the study examined how Asian-themed brand logos can enhance an Asian brand’s cultural authenticity, perceived quality, brand trust, and patronage intentions. The results of a nation-wide survey of 570 U.S. consumers provided empirical support for the proposed relationship. The research provides empirical insight on how authentic “Asian-ness” could be one helpful way to position Asian brands in the U.S. marketplace. The study concludes with contributions, limitations, and future research opportunities.
Southworth, Sarah Song, "U.S. Consumers’ Perception of Asian Brands’ Cultural Authenticity and Its Impact on Perceived Quality, Trust, and Patronage Intention" (2019). Faculty Publications - School of Business. 129.