Purpose
The purpose of this paper is to analyze how national stereotype, country of origin (COO), and fashion brand’s images influence consumers’ brand evaluations and purchase intentions regarding fashion collections. Korea (Seoul) and overseas (New York and Paris) collections are compared and analyzed.
Design/methodology/approach
The authors conduct a structural equation modeling and multi-group analysis using data collected from Seoul, New York, and Paris.
Findings
Consumers make higher brand evaluations and ultimately have stronger purchase intentions toward fashion collections from countries that have stronger COO and fashion brand images. In the context of fashion collections, COO image is greatly influenced by a nation’s political economic and cultural artistic images. In addition, comparing the domestic Seoul fashion collection with New York and Paris collections reveals that a national stereotype images, COO images of fashion collection, and fashion brand’s images cause different brand evaluation and purchase intention.
Originality/value
The overarching value of the study is that it expands COO research, which has been limited to actual products. Also, the results provide a basic foundation for establishing marketing strategy based on COO image as a way to enhance the development and image of fashion collection.
Purpose-This article describes ethnographic theory and research that maintains the integrity of the individual case while generalizing to multiple cases in research on management decisions. The study aims to provoke and prod management decision researchers to employ ethnographic research tools rather than relying only or mainly on the dominant logic of variable-based empirical positivism. Design/methodology/approach-Details of two studies of multiple cases in two task environments inform explicit statements of the principles necessary for bridging the gap between management decision practice and research. Six principles serve as pillars for this bridge. Findings-Averages mislead. Partial regression coefficients inform about the impact of variables but mislead in hinting at the sufficiency of individual variables for all cases when high or low values on any one variable are not sufficient or necessary for a high or low outcome on a dependent variable. Research on management decisions must maintain the integrity of the individual case in analyzing and reporting findings on management decisions. Research tools are available now to accomplish these principles. Research limitations/implications-Get out and into task environments of management decision makers and collect multiple rounds of emic-etic-emic-etic interpretations of management decision processes and outcomes. Go to fsQCA.com to learn how to do qualitative Post-print version of an article published in Management Decision 50(5): 765-777.
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