QUT ePrints

Attitudes towards American brands and brand America

Fullerton, Jami, Kendrick, Alice, Chan, Kara, Hamilton, Matthew, & Kerr, Gayle F. (2007) Attitudes towards American brands and brand America. Place Branding and Public Diplomacy, 3(3), pp. 205-212.

[img] Published Version (PDF 105kB)
Administrators only | Request a copy from author
    [img] Accepted Version (PDF 87kB)

      View at publisher

      Abstract

      A study of 556 students at colleges and universities in Australia, Hong Kong and Singapore explored the relationship between attitude towards the United States and brand attitudes and preferences. Singaporean student attitudes towards both the US Government and US people were higher than were those of the Australian and Hong Kong students. Coke, Nike and McDonald's were among both the most-liked and disliked US brands among the international students, a finding suggesting that brands may possess both a 'lovemark' status, as described in the literature, and its opposite — 'loathemark' status — within the same demographic group. US brand preference scores did not offer support for the belief that international consumers 'vote with their pocketbooks' by refusing to purchase US brands if they have a negative attitude towards the United States. Among Hong Kong and Singaporean students, favourable attitudes towards the purchase of US brands was found to be positively related to favourability towards the US Government.

      Impact and interest:

      Citation countsare sourced monthly from Scopus and Web of Science® citation databases.

      These databases contain citations from different subsets of available publications and different time periods and thus the citation count from each is usually different. Some works are not in either database and no count is displayed. Scopus includes citations from articles published in 1996 onwards, and Web of Science® generally from 1980 onwards.

      Citations counts from the Google Scholar™ indexing service can be viewed at the linked Google Scholar™ search.

      Full-text downloads:

      143 since deposited on 07 Jul 2009
      86 in the past twelve months

      Full-text downloadsdisplays the total number of times this work’s files (e.g., a PDF) have been downloaded from QUT ePrints as well as the number of downloads in the previous 365 days. The count includes downloads for all files if a work has more than one.

      ID Code: 26160
      Item Type: Journal Article
      Keywords: Brand Image, Brand USA, Country Branding, Cross Cultural
      DOI: 10.1057/palgrave.pb.6000063
      ISSN: 1751-8040
      Subjects: Australian and New Zealand Standard Research Classification > LANGUAGES COMMUNICATION AND CULTURE (200000) > COMMUNICATION AND MEDIA STUDIES (200100)
      Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > BUSINESS AND MANAGEMENT (150300)
      Divisions: Current > QUT Faculties and Divisions > QUT Business School
      Current > Schools > School of Advertising, Marketing & Public Relations
      Copyright Owner: Copyright 2007 Palgrave Macmillan Ltd.
      Deposited On: 07 Jul 2009 13:49
      Last Modified: 10 Aug 2012 18:14

      Export: EndNote | Dublin Core | BibTeX

      Repository Staff Only: item control page