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.

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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.

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ID Code: 26160
Item Type: Journal Article
Refereed: Yes
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
Copyright Owner: Copyright 2007 Palgrave Macmillan Ltd.
Deposited On: 07 Jul 2009 03:49
Last Modified: 23 Jun 2017 14:40

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