Document Type

Journal Article

Department/Unit

Department of Communication Studies

Abstract

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.

Publication Year

2007

Journal Title

Place Branding and Public Diplomacy

Volume number

3

Issue number

3

Publisher

Palgrave Macmillan

First Page (page number)

205

Last Page (page number)

212

Referreed

1

DOI

10.1057/palgrave.pb.6000063

ISSN (print)

17518040

Link to Publisher’s Edition

http://dx.doi.org/10.1057/palgrave.pb.6000063

Keywords

Attitude towards America, US brands, Asia-Pacific countries, anti-Americanism

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