Short answer
Designers and marketers should identify and leverage the specific socialization agents that are most influential in their target markets to build strong brand equity and foster resonance.
- Field
- Innovation & Markets
- Source
- NC Digital Online Collection of Knowledge and Scholarship (The University of North Carolina at Greensboro) (2013)
- Method
- Quantitative research using a cross-cultural survey and structural equation modeling.
- Sample
- 636 participants (336 American, 300 Thai)
- Evidence
- Moderate effect
Understanding how young consumers acculturate to global consumer culture through socialization agents is key to building brand equity and resonance, with variations across cultural contexts. This innovation & markets research insight is drawn from a 2013 study published in NC Digital Online Collection of Knowledge and Scholarship (The University of North Carolina at Greensboro). Using Quantitative research using a cross-cultural survey and structural equation modeling. with 636 participants (336 American, 300 Thai), researchers explored how this design variable affects real-world outcomes. The key design takeaway: Designers and marketers should identify and leverage the specific socialization agents that are most influential in their target markets to build strong brand equity and foster resonance.
Global Apparel Brands Achieve Resonance by Leveraging Socialization Agents and Brand Equity
Understanding how young consumers acculturate to global consumer culture through socialization agents is key to building brand equity and resonance, with variations across cultural contexts.
NC Digital Online Collection of Knowledge and Scholarship (The University of North Carolina at Greensboro) · 2013
Key Findings
- 01Socialization agents (parents, peers, media) influence acculturation to global consumer culture among young American consumers.
- 02Parents positively influence the cosmopolitan dimension of acculturation, while peers positively influence openness and desire to emulate global consumer culture.
- 03Media positively influences exposure to global consumer culture.
Application
Design takeaway
Designers and marketers should identify and leverage the specific socialization agents that are most influential in their target markets to build strong brand equity and foster resonance.
How to apply
When developing a global brand strategy, analyze the primary socialization influences (family, friends, media) for your target demographic in each market and tailor messaging to resonate with these influences.
Project actions
- 01When researching target users, consider their social networks and media consumption habits.
- 02Investigate how cultural background might affect user perceptions of brand value and appeal.
Method & Evidence
Variables
Strengths & Limitations
Strengths
- +Employs robust statistical modeling (SEM) for complex relationships.
- +Conducts a cross-cultural comparison, adding depth to the findings.
Limitations
The study's sample was limited to university students, so the findings might not apply to younger or older demographics. Cultural nuances beyond the US and Thailand were not explored.
Reliability & validity
The use of confirmatory factor analysis and path analysis within a structural equation model contributes to the reliability and validity of the proposed relationships. However, cross-cultural validity requires careful consideration of measurement equivalence.
Think critically
How might the influence of socialization agents differ for product categories beyond apparel, such as technology or food?
Design Principles
"Brand resonance is a function of perceived brand equity, which is shaped by a consumer's acculturation to global consumer culture, itself influenced by diverse socialization agents."
This research highlights the critical role of social influences and perceived brand value in shaping consumer loyalty, particularly for brands operating in a globalized fashion market. Designers and marketers can use these insights to tailor their strategies for different cultural segments.
What This Means for Your Design
Brands can become more popular with young people globally by understanding how their families, friends, and the media influence what they like, and by building a strong reputation for the brand.
How to use in your project
- 1.Use this research to justify investigating the influence of socialization agents on user adoption of a new product concept.
- 2.Cite this study when discussing how brand equity is built through cultural understanding in your design project.
Add to My Project
Quick Cite
Paragraph starter
This research by Frank (2013) demonstrates that global apparel brands can achieve resonance by understanding how socialization agents like parents, peers, and media influence young consumers' acculturation to global consumer culture and subsequently shape their brand equity and attitudes. This highlights the importance of considering cultural context and social influences when developing international branding strategies.
Source
NC Digital Online Collection of Knowledge and Scholarship (The University of North Carolina at Greensboro)
Modeling young global consumers' apparel brand resonance: a cross-cultural comparison between the United States and Thailand
journal · 2013
View sourceQuestions About This Research
- What does the research say about global apparel brands achieve resonance by leveraging socialization agents and brand equity?
- Designers and marketers should identify and leverage the specific socialization agents that are most influential in their target markets to build strong brand equity and foster resonance. Evidence: NC Digital Online Collection of Knowledge and Scholarship (The University of North Carolina at Greensboro) (2013).
- Why does "Global Apparel Brands Achieve Resonance by Leveraging Socialization Agents and Brand Equity" matter for design?
- This research highlights the critical role of social influences and perceived brand value in shaping consumer loyalty, particularly for brands operating in a globalized fashion market. Designers and marketers can use these insights to tailor their strategies for different cultural segments.
- How can designers apply this research?
- Designers and marketers should identify and leverage the specific socialization agents that are most influential in their target markets to build strong brand equity and foster resonance.
- What were the main findings?
- Socialization agents (parents, peers, media) influence acculturation to global consumer culture among young American consumers.. Parents positively influence the cosmopolitan dimension of acculturation, while peers positively influence openness and desire to emulate global consumer culture.. Media positively influences exposure to global consumer culture.
- What research method was used?
- Quantitative research using a cross-cultural survey and structural equation modeling. with 636 participants (336 American, 300 Thai).
- How strong is the evidence?
- Evidence strength is rated Moderate effect, based on a 2013 journal from NC Digital Online Collection of Knowledge and Scholarship (The University of North Carolina at Greensboro).
- What should I do differently in my next project?
- When developing a global brand strategy, analyze the primary socialization influences (family, friends, media) for your target demographic in each market and tailor messaging to resonate with these influences.
- What are the limitations?
- The study focused on college students, which may not represent all young consumers. The findings are specific to the sportswear apparel context and may not generalize to other product categories.