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 was to establish the causal structural model among brand image and country image associated with consumers" purchase decision of products. The specific objectives were 1) to analyze the effects of brand image on consumers" purchase decision of products, 2) to analyze the effects of country image on consumers" purchase decision of products, 3) to analyze the effects of brand image on country image, 4) to analyze the mediating effects of country image between brand image and consumers" purchase decision of products.
The conclusions of this study are as follows: First, companies must have an advantage strategy for brand image along with country image. To this end, a strategy to promote the brand image through various media is effective. Second, it is necessary to find new transformation through the establishment of brand identity at the corporate level so that consumers can have a good impression on the brand image. Third, it is important for companies to make efforts at the level of brand image and country image to provide consumers with information that can increase expectations and actual satisfaction and to build product reputation. In addition, it is necessary to embody brand images and country images into global marketing mix strategies. Fourth, if companies build a brand image that symbolizes a differentiated culture, the brand image can have a positive effect on consumer purchase decisions. Along with this, companies can further increase their positive effects by developing representative brand image contents. Fifth, this study confirmed that the higher the image level of the manufacturing country in a situation where consumers" preferences are diversifying, the more the brand image leads to consumers" purchasing decisions. Therefore, brand managers are required to build a country image suitable for the existing brand image when advertising at the time of product introduction.
The conclusions of this study are as follows: First, companies must have an advantage strategy for brand image along with country image. To this end, a strategy to promote the brand image through various media is effective. Second, it is necessary to find new transformation through the establishment of brand identity at the corporate level so that consumers can have a good impression on the brand image. Third, it is important for companies to make efforts at the level of brand image and country image to provide consumers with information that can increase expectations and actual satisfaction and to build product reputation. In addition, it is necessary to embody brand images and country images into global marketing mix strategies. Fourth, if companies build a brand image that symbolizes a differentiated culture, the brand image can have a positive effect on consumer purchase decisions. Along with this, companies can further increase their positive effects by developing representative brand image contents. Fifth, this study confirmed that the higher the image level of the manufacturing country in a situation where consumers" preferences are diversifying, the more the brand image leads to consumers" purchasing decisions. Therefore, brand managers are required to build a country image suitable for the existing brand image when advertising at the time of product introduction.
목차
Abstract
Ⅰ. 서론
Ⅱ. 이론적 고찰
Ⅲ. 연구 방법
Ⅳ. 연구 분석과 결과
Ⅴ. 결론
References
참고문헌 (7)
참고문헌 신청
Aaker, D. / 1996 / Building Strong Brand / The Free Press :137~174
Aaker, J. L. / 1997 / Dimensions of Brand Personality / Journal of Marketing Research 34:347~356
Ahmed, S. A. / 1994 / A study of Country-of-Origin Effects in Africa / Developments in Marketing Science, Proceedings of the Annual Conference of the Academy of Marketing Science :299~304
Anderson, J. C. / 1990 / A Model of Distributor Firm and Manufacturer Firm Working Partnership / Journal of Marketing 54(1):42~58
Assael, H. / 1998 / Consumer Behavior and Marketing Action / International Thomson Publishing Co
Aaker, J. L. / 1997 / Dimensions of Brand Personality / Journal of Marketing Research 34:347~356
Ahmed, S. A. / 1994 / A study of Country-of-Origin Effects in Africa / Developments in Marketing Science, Proceedings of the Annual Conference of the Academy of Marketing Science :299~304
Anderson, J. C. / 1990 / A Model of Distributor Firm and Manufacturer Firm Working Partnership / Journal of Marketing 54(1):42~58
Assael, H. / 1998 / Consumer Behavior and Marketing Action / International Thomson Publishing Co
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