다차원적 국가이미지가 브랜드이미지 및 브랜드태도에 미치는 영향

• 영문명: The Effect of Multifaceted Country Image on Country-Product Image and Brand Evaluation: Moderating Effect of Chinese Consumer s Ethnocentrism and Perceived Brand Globalness
• 발행기관: 한국무역연구원
• 저자명: 이호택(Ho-Taek Yi) 이형탁(Hyung-Tak Lee)
• 간행물 정보: 『무역연구』제10권 제3호, 495~516쪽, 전체 21쪽
• 주제분류: 경제경영 > 무역학
• 파일형태: PDF
• 발행일자: 2014.06.30

영문 초록

During the past several decades, country-of-origin research has attracted significant attention from both marketing researcher and practitioners in the global market. Part of the reason for this continuous interest in the subject area is attributable to increased global competition among foreign firms operating in different parts of the global market. Therefore, there are many of previous researches related to examine between country image and product evaluation. However, most of researches considered country image as a single dimension, not multi-dimensions and there is little understanding the relationship among 3 concepts - country image, country-product image, and brand image. The purpose of this research is to investigate the effect of multifaceted country image on country-product image, brand image and brand attitude. The authors divided country image into economic image, relational image and people image. and examined moderating role of the consumer s ethnocentrism and perceived brand globalness as well. We collected 265 chinese survey responses from online and offline survey and analyzed for empirical validation through various statistical methodologies including structural equation modeling. The results indicated that multifaceted country image, economic and relational image, has positive effect on country-product image and country-product image has also positive relationship to brand image and brand attitude. Furthermore, perceived brand globalness(or ethnocentrism) enhanced(or lessened) the relationship between brand image and brand attitude in chinese market. Research contribution, implications, and further research directions are discussed at the end of the paper.

목차

Abstract

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 연구의 설계

Ⅳ. 실증분석 및 결과

Ⅴ. 결론 및 시사점

참고문헌

키워드

multifaceted country image country-product image ethnocentrism perceived brand globalness