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Cultural appropriation and the country of origin effect

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  • Suh, YongGu
  • Hur, JungYun
  • Davies, Gary

Abstract

This study explores how the appropriation of another country's cultural initiatives by a consumer can influence country of origin (COO) effects and how this might be explained using theory on the positioning of stereotypes. The first of two empirical studies identifies a measure of cultural appropriation relevant to the context of the Hallyu (or the Korean Wave) using a Q sort methodology (n=30). The second study investigates the influence of cultural appropriation on the COO effect and purchase intentions for two product types, performance and personal (n=218). The results suggest that cultural appropriation positively influences the COO effect (attitude toward the country, its companies, and its products) and purchase intentions, via an enhanced COO effect. However, the analyses show that effects differ between the performance product and the personal product. Cultural appropriation influence occurs mainly via an enhanced COO effect for the performance product and from a direct influence over purchase intentions for the personal product.

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  • Suh, YongGu & Hur, JungYun & Davies, Gary, 2016. "Cultural appropriation and the country of origin effect," Journal of Business Research, Elsevier, vol. 69(8), pages 2721-2730.
    • Handle: RePEc:eee:jbrese:v:69:y:2016:i:8:p:2721-2730
    DOI: 10.1016/j.jbusres.2015.11.007
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    4. Yu Lim Lee & Minji Jung & Robert Jeyakumar Nathan & Jae-Eun Chung, 2020. "Cross-National Study on the Perception of the Korean Wave and Cultural Hybridity in Indonesia and Malaysia Using Discourse on Social Media," Sustainability, MDPI, vol. 12(15), pages 1-33, July.
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    7. Sung-Bum Kim & Ki-Joon Kwon, 2018. "Examining the Relationships of Image and Attitude on Visit Intention to Korea among Tanzanian College Students: The Moderating Effect of Familiarity," Sustainability, MDPI, vol. 10(2), pages 1-15, January.
    8. Vendrell-Herrero, Ferran & Gomes, Emanuel & Collinson, Simon & Parry, Glenn & Bustinza, Oscar F., 2018. "Selling digital services abroad: How do extrinsic attributes influence foreign consumers’ purchase intentions?," International Business Review, Elsevier, vol. 27(1), pages 173-185.
    9. Nikola Drašković & Milivoj Marković & Christian Petersen, 2018. "The Early Days of Swatch: Birth of the Fast Fashion Watch Business Model," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 30(1), pages 93-108.
    10. Dey, Bidit L. & Nasef, Youssef Tarek & Brown, David M & Samuel, Lalnunpuia & Singh, Pallavi & Apostolidis, Chrysostomos, 2023. "(Im)migrants’ appropriation of culture: Reciprocal influence of personal and work contexts," Journal of World Business, Elsevier, vol. 58(2).

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