외국 자동차 제품의 국가이미지와 브랜드이미지에 대한 연구

• 영문명: A Study on Country and Brand Image of Foreign Automobile Products: A Focus on Path Analysis of U. S and Japanese Brands
• 발행기관: 한국통상정보학회
• 저자명: 서민교(Min-Kyo Seo) 이춘수(Chun-Su Lee)
• 간행물 정보: 『통상정보연구』제9권 제1호, 1~19쪽, 전체 19쪽
• 주제분류: 사회과학 > 무역학
• 파일형태: PDF
• 발행일자: 2007.03.30

영문 초록

This paper research the country image, the brand image, consumers’ performances and the brand royalty with the path analysis on foreign automobile brands. Our empirical study testify the reliability analysis, the factor analysis and the path analysis with above variables by SPSS 12.0 and AMOS 4.0. The result of this research is that hypotheses H1, H3, H5 were significantly supported, whereas, hypotheses H2, H4 were rejected in the samples of American automobile. and in the samples of Japanese automobile, it was clearly revealed that hypotheses H2, H3, H4 were significantly supported, whereas, hypotheses H1, H5 were rejected. So, in Korean market, we should focus on the brand image strategy more than the country image to make the brand royalty with American automobile products. whereas, Japanese automobile products, another strategy is recommended.

목차

Ⅰ. 서론

Ⅱ. 문헌연구 및 연구모형

Ⅲ. 연구방법

Ⅳ. 실증분석

Ⅴ. 결론

참고문헌

Abstract

키워드

Global Brand Automobile Products Performances Path Analysis