Global marketing segmentation usefulness in the sportswear industry

Journal of Business Research

Volumn 65, Issue 11, 2012, Pages 1565-1575

  Ko, Eunju ^a   Taylor, Charles R ^b   Sung, Heewon ^c   Lee, Jooyeon ^d   Wagner, Udo ^e   Martin Consuegra Navarro, David ^f   Wang, Fanghua ^g  

^a Yonsei University   (South Korea)

^b Villanova School of Business   (United States)

^c Gyeongsang National University   (South Korea)

^d Lotte Department Store   (South Korea)

^e UNIVERSITY OF VIENNA   (Austria)

^f UNIVERSITY OF CASTILLA LA MANCHA   (Spain)

^g Shanghai   (China)

Author keywords

Global market segmentation; Global marketing strategy theory; Lifestyle; Sportswear industry; Sportswear purchase behavior

Indexed keywords

EID: 84867477317     PISSN: 01482963     EISSN: None     Source Type: Journal    
DOI: 10.1016/j.jbusres.2011.02.041     Document Type: Article

References (57)

1. Abraham-Murali L., Littrell M.A. Consumers' conceptualization of apparel attributes. Clothing Textiles Res J 1995, 13(2):65-74.
2. Alden D.L., Steenkamp J.-B., Batra R. Brand positioning through advertising in Asia, North America, and Europe: the role of global consumer culture. J Mark 1999, 63(1):75-90.
3. Archpru A.M., Alden D.L. Global brand positioning and perceptions: international advertising and global consumer culture. Int J Advert 2010, 29(1):37-56.
4. Arnould E.J., Thompson C.J. Consumer culture theory (CCT): twenty years of research. J Consum Res 2005, 31(4):868-892.
5. Badgett M., Stone Mn. Mutidimensional segmentation at work: driving an operational model that integrates customer segmentation with customer management. J Target Meas Anal Mark 2005, 13(2):103-121.
6. Boedeker M. New-type and traditional shoppers: a comparison of two major consumer groups. Int J Retail Distrib Manage 1995, 23(3):17-26.
7. Cassill N.L., Drake M. Apparel selection criteria related to female consumers' lifestyle. Clothing Textiles Res J 1987, 6(1):20-28.
8. Choi D.-H. A study on the perceived sport brand loyalty of sport consumers. Korean J Sch Phys Educ 2002, 12(1):39-49.
9. Cleveland M., Babin B.J., Laroche M., Ward P., Bergeron J. Information search patterns for gift purchases: a cross-national examination of gender differences. J Consum Behav 2003, 3(1):20-47.
10. Craft S.H. The international consumer market segmentation managerial decision-making process. SAM Adv Manage J 2004, 69(3):40-46.
11. Craig C.S., Douglas S.P. International Marketing Research 2000, Wiley, NY. 2nd ed.
12. Firat A.F., Venkatesh A. Liberatory postmodernism and the reenchantment of consumption. J Consum Res 1995, 22(4):239-267.
13. Foedermayr E.K., Diamantopoulos A. Market segmentation in practice: review of empirical studies, methodological assessment, and agenda for future research. J Strateg Mark 2008, 16(3):223-265.
14. Goldsmith R.E., Kim D., Flynn L., Kim W.M. Consumer innovativeness for fashion as a second order construct: a cross-cultural study. J Glob Fashion Mark 2010, 1(1):51-60.
15. Guttman D.J., Mills M.K. Fashion lifestyle, self-concept, shopping orientation and store patronage: an integrative analysis. J Retailing 1982, 58(2):64-86.
16. Hassan S.S., Craft S.H. Lining global market segmentation decisions with strategic positioning options. J Consum Mark 2005, 22(2):81-89.
17. Hassan S.S., Katsanis L. Global market segmentation strategies and trends. Globalization of consumer markets: structures and strategies 1994, 47-62. International Business Press, NY. S.S. Hassan, E. Kaynak (Eds.).
18. Hassan S.S., Craft S.H., Kortam W. Understanding the new bases for global market segmentation. J Consum Mark 2003, 20(5):446-462.
19. Hsu H.-J., Burns L.D. Clothing evaluative criteria: a cross-national comparison of Taiwanese and United States consumers. Clothing Textiles Res J 2002, 20(4):246-252.
20. Hwang J.S. The effect of desired sportswear benefits on sportswear image preferences and store patronage. Int J Hum Ecol 2005, 43(4):65-78.
21. Jain S.C. Standardization of international marketing strategy: some research hypotheses. J Mark 1989, 53(1):70-79.
22. Jang S.-H., Jang E.-Y., Lee S.-J. A study on well-being marketing strategy by female consumer types. J Korean Soc Costume 2006, 56(3):28-41.
23. Joo D.W. A study of factors that decide situation purchases for sportswear brands. Korea Sport Res 2005, 16(5):849-860.
24. Just-Style.com. Global market review of active sportswear and athletic footwear-forecasts to 2014 available at, (accessed August 20, 2008). http://www.just-style.com/store/product.aspx?id=66249.
25. Kale S.H., Sudharshan D.A. Strategic approach to international segmentation. Int Mark Rev 1987, 4(2):60-70.
26. Kawabata H., Rabolt N.J. Comparison of clothing purchase behavior between US and Japanese female university students. J Consum Stud Home Econ 1999, 23(4):213-223.
27. Kerr G.F., Schultz D., Patti C.H., Kim An inside-out approach to integrated marketing communication: an international analysis. Int J Advert 2008, 27(4):511-548.
28. Kim H. A comparative study on the lifestyle traits of local city residents. J Glob Acad Mark Sci 2005, 15(2):203-225.
29. Kim J.H., Jia Y.X. Assessing the perspective of individual consumers on cosmetics brand purchasing according to their lifestyle of young consumers living in the metropolitan areas of China. J Glob Acad Mark Sci 2005, 15(3):1-30.
30. Kim A.J., Ko E. Impacts of luxury fashion brand's social media marketing on customer relationship and purchase intention. J Glob Fashion Mark 2010, 1(3):164-171.
31. Kincade D.H., Kim J., Gibson F. Generational consumer segments and shopping process characteristics: baby boomers and echo boomers with apparel product selection activities. J Glob Fashion Mark 2010, 1(1):19-29.
32. Ko E., Kim K.H., Kwon J.H. Impact of fashion online community characteristics on brand loyalty: comparisons among lifestyle groups. J Glob Acad Mark Sci 2006, 16(3):87-106.
33. Ko E., Kim E., Taylor C.R., Kim K.H., Kang I.J. Cross-national market segmentation in the fashion industry: a study of European, Korean, and US consumers. Int Mark Rev 2007, 24(5):629-651.
34. Ko E., Kim K.H., Zhang H. A cross cultural study of antecedents of purchase intentions for sports shoes in Korea and China. J Glob Acad Mark Sci 2008, 18(1):157-177.
35. Ko E., Lee J.H., Kim A.J., Burns L.D. Moderating effect of lifestyle on consumer behavior of loungewear with Korean traditional fashion design elements. J Glob Acad Mark Sci 2010, 20(1):15-26.
36. Lee H.-K., Lee M.-H. A study on consumer values, sportswear benefits sought, and attributes evaluation. Res J Costume Cult 2004, 12(6):1031-1044.
37. Levitt T. The globalization of markets. Harv Bus Rev 1983, 61(3):92-102.
38. Lin C. Segmenting customer brand preferences: demographic or psychographic?. J Prod Brand Manage 2002, 11(4):249-268.
39. Maffesoli Michel The time of the tribes 1996, Sage, Thousand Oaks, CA.
40. Miller T. Global segments from "strivers" to "creatives.". Mark News 1998, 32(5):11.
41. Nikebiz.com Nike, Inc. Revenue Distribution available at, (accessed May 29, 2010). http://media.corporate-ir.net/media_files/irol/10/100529/AnnualReport/nike-sh09-rev2/index.html#select_financials.
42. Okazaki S., Taylor C.R., Zou S. Advertising standardization's positive impact on the bottom line. J Advert 2006, 35(3):17-33.
43. Samsung Fashion Institute 09/10 fashion market analysis 2010, available at http://www.samsungdesign.net (accessed February 20, 2010).
44. Shermach K. Portrait of the world. Mark News 1995, 29(18):20-21.
45. Shim S., Bickle M.C. Apparel market: psychographics, shopping orientations, and demographics. Clothing Textiles Res J 1994, 12(2):1-12.
46. Steenkamp J.-B., Ter Hofstede F. International market segmentation: issues and perspectives. Int J Res Mark 2002, 1:185-213.
47. Steenkamp J.-B., Batra R., Alden D.L. How received brand globalness creates brand value. J Int Bus Stud 2003, 34(1):53-65.
48. Taylor C.R. Moving international advertising research forward: a new research agenda. J Advert 2005, 34:7-16. Spring.
49. Taylor Charles R. Towards stronger theory development in international advertising research. Int J Advert 2010, 29(1):9-14.
50. Ter Hofstede F., Steenkamp J.-B., Wedel M. International market segmentation based on consumer-product relations. J Mark Res 1999, 36(1):1-17.
51. Van de Velde J., Turnbull Pelton W., Caton S., Byrne M,. Consumer behavior reflected in store and clothing selection criteria: a pilot study in Canada and England. J Consum Stud Home Econ 1996, 20(4):377-391.
52. Viswanathan N.K., Dickson P.R. The fundamentals of standardizing global marketing strategy. Int Mark Rev 2007, 24(1):46-63.
53. Wind Y., Douglas S.P. International market segmentation. Eur J Mark 1972, 6(1):17-25.
54. Yip G.S. Total global strategy: managing for worldwide competitive advantage 1995, Englewood Cliffs, NJ: Prentice-Hall.
55. Zhang H., Ko E., Kim K.H. The influences of customer equity drivers on customer equity and loyalty in the sports shoe industry: comparing Korea and China. J Glob Fashion Mark 2010, 1(2):110-118.
56. Zou S., Cavusgil S.T. The GMS: a broad conceptualization of global marketing strategyand its effect on firm performance. J Mark 2002, 66(4):40-56.
57. Zou S., Volz Y.Z. An integrated theory of global advertising. Int J Advert 2010, 29(1):57-84.