지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
초록· 키워드
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The purpose of this study is to identify the influences of Korean national image to the national attitude, and the influences of national attitude to the national loyalty and the intention to contribute national competitiveness. The process of this study is to identify the national brand identity through the research of national brand associations. In order to establish a framework, this study investigated previous studies about the national image, national brand identity, and national competitiveness. Ba ed of the existing research results, this study has drawn 3 hypotheses. The statistical results are as follows. First, as a result of analyzing H1 is statistically significant. Which mean this hypothesis verified that national image give positive effect. Second, it appeared that all hypothesis from H2 to H3 was statistically significant. Which means these hypothesis(H2-H3) verify intermediary role among national image, national attitude, national loyalty and the intention to contribute national competitiveness that this study tries to figure out the effects among them. In conclusion, theoretical and managerial implications of these results related to establishment of national brand identity to retaining talents which is a factor of improvement in national competitiveness. Also, the limitation of this study and future research areas are proposed.
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참고문헌 (38)
참고문헌 신청
/ / 국가브랜드위원회 홈페이지
Aaker, David, A. / 1991 / Managing Brand Equity / The Free Press
Avenarius, H. / 1993 / Introduction: Image and public relations practice / Journal of Public Relations Research 5 (2) : 65 ~ 70
Bannister, J. P. / 1978 / UK Consumers’ Attitudes towards Imports: The Measurement of National Stereotype Image / European Journal of Marketing 12 (8) : 563 ~ 570
Baskin, O. W. / 1988 / Public Relations: The Profession and the Practice / Wm. C. Brown, Publishers
Aaker, David, A. / 1991 / Managing Brand Equity / The Free Press
Avenarius, H. / 1993 / Introduction: Image and public relations practice / Journal of Public Relations Research 5 (2) : 65 ~ 70
Bannister, J. P. / 1978 / UK Consumers’ Attitudes towards Imports: The Measurement of National Stereotype Image / European Journal of Marketing 12 (8) : 563 ~ 570
Baskin, O. W. / 1988 / Public Relations: The Profession and the Practice / Wm. C. Brown, Publishers
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