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How Does Culture Affect the Nature of Brand–Travel Relationships? A Cross-Country Perspective.

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Bibliographic Details
Title: How Does Culture Affect the Nature of Brand–Travel Relationships? A Cross-Country Perspective.
Authors: Kim, Changju1 (AUTHOR) cjkim777@fc.ritsumei.ac.jp, Kim, Sohyun2 (AUTHOR), Kil, Ju-hyeon2 (AUTHOR), Rha, Jong-Youn2 (AUTHOR)
Source: Journal of International Consumer Marketing. Oct2025, p1-20. 20p. 2 Illustrations.
Subject Terms: *CULTURE, *BRAND loyalty, *BRAND name products, *CONSUMER behavior, CROSS-cultural differences, INTERNATIONAL conflict, CULTURAL relations, TRAVEL planning
Geographic Terms: SOUTH Korea, JAPAN
Abstract: AbstractThis study examines how the brand strength of global products influences consumers’ intention to travel to the products’ country of origin, mediated by global product purchases. Additionally, it investigates how favorable feelings toward a culture and cross-country differences moderate these relationships, particularly in the context of international conflicts. We use data from South Korea and Japan (n = 975) to test our hypotheses, employing the PROCESS macro for analysis. Our findings show that cross-country differences shape the conditions in which brand strength and cultural affinity positively influence global product purchases. These purchases, in turn, increase consumers’ intention to travel to the products’ country of origin. This research offers insights into how global brands influence consumer decision-making regarding travel to countries of origin. It underscores the role of cultural and national differences in shaping travel decision-making during periods of international conflict. [ABSTRACT FROM AUTHOR]
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Database: Business Source Index
Description
Abstract:AbstractThis study examines how the brand strength of global products influences consumers’ intention to travel to the products’ country of origin, mediated by global product purchases. Additionally, it investigates how favorable feelings toward a culture and cross-country differences moderate these relationships, particularly in the context of international conflicts. We use data from South Korea and Japan (<italic>n</italic> = 975) to test our hypotheses, employing the PROCESS macro for analysis. Our findings show that cross-country differences shape the conditions in which brand strength and cultural affinity positively influence global product purchases. These purchases, in turn, increase consumers’ intention to travel to the products’ country of origin. This research offers insights into how global brands influence consumer decision-making regarding travel to countries of origin. It underscores the role of cultural and national differences in shaping travel decision-making during periods of international conflict. [ABSTRACT FROM AUTHOR]
ISSN:08961530
DOI:10.1080/08961530.2025.2570692