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.
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초록· 키워드
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Purpose: Building on the view of country-of-origin, the present study provides evidence of how entry-mode choice influences consumers’ purchase intention of foreign products in a country-related product association context.
Research design, data, and methodology: An experimental study was conducted in a host country market with a strong favorable country-related product association (Germany) and with an unfavorable country-related product association (China). The author used a 3 (market entry modes: import, wholly-owned subsidiary, and international joint venture) × 2 (country-related product associations: high vs. low) between-subjects factorial design.
Results: The results of the experiment show that in an unfavorable country-related product association, consumers prefer the foreign products launched through an international joint venture to ones launched through the other two entry modes. On the other hand, in a strong country-related product association, there is little difference of consumer purchase intention among market entry modes.
Conclusions: This paper presents empirical evidence on how country-related product associations can affect consumer purchase intention of foreign products in terms of the types of market entry. The author suggests that international firms carefully seek out market entry modes appropriate to the country-related product associations in order to yield favorable outcomes.
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참고문헌 (19)
참고문헌 신청
Baldauf, A. / 2009 / The Impact of Product-Country Image and Marketing Efforts on Retailer-Perceived Brand Equity : An Empirical Analysis / Journal of Retailing 85 (4) : 437
Brouthers, K. D. / 2002 / Institutional, Cultural and Transaction Cost Influences on Entry Mode Choice and Performance / Journal of International Business Studies 33 (2) : 20
Chen, C. Y. / 2014 / The Effects of Country-Related Affect on Product Evaluations / Journal of Consumer Research 41 (4) : 1033 ~ 1046
Herz, M. F. / 2013 / Country-Specific Associations Made by Consumers : A Dual-Coding Theory Perspective / Journal of International Marketing 21 (3) : 95 ~ 121
Hong, S-T. / 1989 / Effects of Country-of-Origin and Product-Attribute Information on Product Evaluation : An Information Processing Perspective / Journal of Consumer Researc
Brouthers, K. D. / 2002 / Institutional, Cultural and Transaction Cost Influences on Entry Mode Choice and Performance / Journal of International Business Studies 33 (2) : 20
Chen, C. Y. / 2014 / The Effects of Country-Related Affect on Product Evaluations / Journal of Consumer Research 41 (4) : 1033 ~ 1046
Herz, M. F. / 2013 / Country-Specific Associations Made by Consumers : A Dual-Coding Theory Perspective / Journal of International Marketing 21 (3) : 95 ~ 121
Hong, S-T. / 1989 / Effects of Country-of-Origin and Product-Attribute Information on Product Evaluation : An Information Processing Perspective / Journal of Consumer Researc
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