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
오류제보하기
During the past several decades, country-of-origin research has attracted significantattention from both marketing researcher and practitioners in the global market. Part of thereason for this continuous interest in the subject area is attributable to increased globalcompetition 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 productevaluation. However, most of researches considered country image as a single dimension, notmulti-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 oncountry-product image, brand image and brand attitude. The authors divided country imageinto economic image, relational image and people image. and examined moderating role of the consumer’s ethnocentrism and perceived brand globalness as well. We collected 265chinese survey responses from online and offline survey and analyzed for empirical validationthrough various statistical methodologies including structural equation modeling.
The results indicated that multifaceted country image, economic and relational image, haspositive effect on country-product image and country-product image has also positiverelationship to brand image and brand attitude. Furthermore, perceived brand globalness(orethnocentrism) enhanced(or lessened) the relationship between brand image and brand attitudein chinese market. Research contribution, implications, and further research directions arediscussed at the end of the paper.
목차
등록된 정보가 없습니다.
참고문헌 (31)
참고문헌 신청
Aaker David A. / 1996 / Building Strong Brands / The Free Press
Akram, A / 2011 / Perceived Brand Globalness in Emerging Markets and the Moderating Role of Consumer Ethnocentrism / International Journal of Emerging Markets 6 (4) : 291 ~
Baggozi, R.P. / 1980 / On the Evaluation of Structural Equation Models / Journal of the Academy of Marketing Science 16 (1) : 74 ~ 94
Bain & Company / 2011 / Spring 2011Update: Luxury Goods Worldwide Market Study
Bannister, J.P. / 1978 / UK Consumers’ Attitudes towards Imports : The Measurement of National Stereotype Image / European Journal of Marketing 12 (8) : 562 ~ 570
Akram, A / 2011 / Perceived Brand Globalness in Emerging Markets and the Moderating Role of Consumer Ethnocentrism / International Journal of Emerging Markets 6 (4) : 291 ~
Baggozi, R.P. / 1980 / On the Evaluation of Structural Equation Models / Journal of the Academy of Marketing Science 16 (1) : 74 ~ 94
Bain & Company / 2011 / Spring 2011Update: Luxury Goods Worldwide Market Study
Bannister, J.P. / 1978 / UK Consumers’ Attitudes towards Imports : The Measurement of National Stereotype Image / European Journal of Marketing 12 (8) : 562 ~ 570
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