자민족 중심주의 성향이 기업이미지와 브랜드이미지에 미치는 영향

• 영문명: The Effect of Ethnocentrism Propensity on Corporate Image and Brand Image
• 발행기관: 제주대학교 관광과경영경제연구소
• 저자명: 김성규(Sung Kyu Kim) 김형길(Hyung Gil Kim) 배형석(Hyoung Seok Bae)
• 간행물 정보: 『산경논집』Journal of Tourism & Industry Research, Vol. 38 No. 1, 29~40쪽, 전체 12쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2018.02.28

영문 초록

Purpose - The purpose of this study is to investigate the effect of ethnocentrism on the corporate image and brand image among the various variables affecting consumers’ evaluations and attitudes toward domestic and foreign products and purchase intention. This study analyzes the effect of corporate image and brand image on the purchase intention of domestic smartphone products and US products for Korean consumers to identify the factors that influence ethnocentrism and provide them as a basis for establishing domestic and overseas marketing strategies. Research design, data & methodology - The survey for this study was conducted during January 10th through 20th in 2018. 250 copies of the questionnaire were distributed to Korean customers. The surveyed products were Samsung and LG smartphones in Korea, and iPhone in the United States. After excluding five copies of missing and unreliable responses, 245 copies of questionnaire were used in the research analysis. This study conducted that the survey questionnaires and confirmatory analysis were used for the reliability and validity of the study. SPSS 25 version and AMOS programs were used for the analysis. Results - In this research analysis, the stronger the ethnocentrism propensity, the more positively the corporate image and the brand image are influenced, and the corporate image and brand image are also found to increase the purchase intention. Therefore, in this study, Koreans’ ethnocentrism tendency is more influenced by corporate image and brand image in purchase intention. Conclusion - The results of this study show that the ethnocentric propensity of Koreans is not consistent with the results of previous research that negatively affects the evaluation and purchasing intention of foreign products. And this suggestion is something meaningful that ethnocentrism affects Korean consumers’ evaluation and purchasing intentions of foreign products but they can not find any significant difference, even if there are other various influencing factors

목차

Abstract

1. 서론

2. 이론적 배경 및 가설설정

3. 연구설계 및 연구방법

4. 실증분석 및 결과

5. 결론 및 시사점

References

키워드

Ethnocentrism corporate image brand image purchase intention