미국 소비자의 한국 국가이미지와 한국기업 브랜드 이미지에 관한 실증분석

• 영문명: Recognition of South Korean Image and Product Brand Image of Selected Korean Corporates by American Customers
• 발행기관: 한국무역연구원
• 저자명: 이제홍(Je-Hong Lee)
• 간행물 정보: 『무역연구』제11권 제6호, 657~674쪽, 전체 18쪽
• 주제분류: 경제경영 > 무역학
• 파일형태: PDF
• 발행일자: 2015.12.31

영문 초록

The purpose of this paper is to explore empirically recognition of the South Korean image and the product brand image of selected South Korean corporate such as Samsung, LG and Hyundai-Kia Auto within the U.S.A. market. To this end, a survey of American. customers who are residents of the U.S.A. was conducted from August 5 to November 2015 using a questionnaire. Data gathered from North Texas 107 respondents were analyzed using the partial least squares regression approach. Empirical results divulged that South Korean image is not effects on Korean corporate brand image. also Korean product brand image of selected South Korean corporate do not an effect on U.S.A. customers. It is concluded that Korean purchasing intention image has a statistically significant effect on creating Korean corporate brand image including ‘Korean products quality’, and ‘Korean products brand’. However, Korea, products design is not statistically significant.

목차

Abstract

Ⅰ. 서론

Ⅱ. 이론적 연구 및 가설설정

Ⅲ. 연구모형 및 실증분석

Ⅳ. 결론 및 시사점

References

키워드

Brand Image Globalization Korean Image USA Customers USA Market