Cross-Cultural Understandings of “Face” and their Influence on Luxury Brand Consumption: A Comparison of British and Korean Attitudes and Practices

Hann, Yoosun

doi:10.1080/20932685.2011.10593081

Cited by 9 publications

(1 citation statement)

References 14 publications

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“…This supports the notion that Korean consumers form stronger attitude toward a luxury brand or the retailer when they purchase in a green or sustainable context, or as in this case, a CFS, than U.S. consumers (Park et al, 2010). Collectivistic tendencies among Korean consumers, such as chemyon , the concept of social face, contribute strongly to their attitude toward CFS for products with higher brand status, such as luxury goods (Hann, 2011). Furthermore, the relationship between brand status and attitude was shown to be partially mediated by perceived economic benefits among both U.S. and Korean consumers.…”

Section: Discussionmentioning

confidence: 99%

The cross‐cultural effects of brand status and social facilitation on enhancing consumer perception toward circular fashion services

Ramkumar

Woo

Kim

2021

Corp Soc Responsibility Env

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While existing clothing consumption practices are contributing to increasing environmental degradation, circular fashion promises to be a more sustainable approach to keep used clothes in circulation instead of being sent to landfills. However, it is necessary to use more than just environmental benefits to motivate consumers to shop for secondhand clothing online through a circular fashion service. Therefore, through two experiments, this study tests the role of brand and social facilitation due to perceived economic and social benefits and the attitude and intention to use a circular fashion service among U.S. and Korean consumers. By applying commodity theory and social facilitation theory, this study found that brand status and a socially facilitating message can enhance perceived benefits, attitude, and intention toward using a circular fashion service, while specific effects are found differently between U.S. and Korean consumers. Implications of these findings and limitations of the study are discussed.

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Section: Discussionmentioning

confidence: 99%