U.S. Consumers’ Perception of Asian Brands’ Cultural Authenticity and Its Impact on Perceived Quality, Trust, and Patronage Intention

This study investigated the effectiveness of a brand marketing strategy that can be used by Asian brands originating from particularly emerging Asian countries to introduce themselves to the U.S. consumers. Specifically, the study examined how Asian-themed brand logos can enhance an Asian brand’s cultural authenticity, perceived quality, brand trust, and patronage intentions. The results of a nation-wide survey of 570 U.S. consumers provided empirical support for the proposed relationship. The research provides empirical insight on how authentic “Asian-ness” could be one helpful way to position Asian brands in the U.S. marketplace. The study concludes with contributions, limitations, and future research opportunities.