THE EFFECT OF PRODUCT IMAGE ON COUNTRY IMAGE: THE CASE OF SOUTH KOREA

Jay Sang Ryu,Mikael Andéhn,Patrick L’Espoir-Decosta 글로벌지식마케팅경영학회 2014 Global Marketing Conference Vol.2014 No.10

Country image is a construct with far-reaching commercial implications (Kotler and Gertner, 2002). It is often held up as an antecedent condition of attitude formation towards products (Verlegh and Steenkamp, 1999; Laroche et al., 2005; Zeugner-Roth and Diamantopolous, 2009), as a determinant of visiting intentions for tourist destinations (Nadeau et al., 2008; Martínez and Alvarez, 2010) or even as a source of political power (van Ham, 2001; Nye, 2004; Wang, 2008). However, the way in which country image is approached in the literatures dealing with it various venues of relevance almost exclusively threat the construct as a source of some exerted effect and rarely venture into the issue of how country image is formed and how it various venues of its commercial relevance interact. Some exceptions to this general rule can be found in White (2012) who explored how product image exerts a formative effect on country image, a country-of-origin effect in the inverse. Also, Nadeau et al. (2008) observed that country image as it pertains to destination image as well as to exports intersect in an interesting way and that the two areas of commercial relevance indeed are not completely separate. In the present study we postulate that the meaning attributed to a particular country’s image is the result of an oscillation of meaning between that attributed to objects (such as for instance products, destinations or people) associated to the country and the country image itself. I.e. a product perceived as being associated to a country would derive its meaning from the country image but also exert a feedback of meaning towards the country image. Any association is not only a determinant of meaning towards one of the objects in an association dyad (cf. Keller, 1993) but this meaning also, through association, transfer in the inverse direction as well. This suggests that any venue of meaning attribution to a country could potentially exert an effect on any situation in which the country in turn exerts a formative influence. For example, a product image of a product associated to a country could potentially exert an influence on the countries attractiveness as a tourist destination through a mediated influence through country image. In order to put this mechanism to the test 500 respondents from the USA (311 female, x age 46.5, respondents of Korean origin excluded) were recruited through an online panel and subjected to a psychometric test-series featuring items pertaining to the image of South Korea, the image of South Korean products and various factors pertaining to the respondent’s attitude towards South Korea as a tourist destination. The resulting data was subjected to statistical analysis using a covariance-based structural equation model approach. The results of the data analysis suggest that attitudes and notions directed to products from South Korea exert a statistically significant effect on the image of the country as a whole. This image in turn exerts an effect on the whether consumers express interest in visiting the country in their capacity as potential tourists. These results are in support of White (2012) in that they demonstrate that attitudes towards products from a particular country contribute to the attitude towards a country as a whole. The results also support Nadeau et al. (2008) in their finding that country image as it pertains to inferring the degree of quality of exports and the attractiveness of a place as a tourist destination should not be compartmentalized, but rather treated as a facets of the same construct. In the present study the case of South Korea was used with a particular goal in mind. The rather unusual historical particularities of the transition of South Koreas economy makes it highly interesting as an example for several reasons. Not only did South Koreas transition take place in a highly compressed timeframe, but it also took a route which runs counter to the notion that tourism often serves as the starting point of economic transition (Dieke, 2003; Dritsakis, 2004; Oh, 2005; Mishra et al., 2006; Kaplan and Celik, 2008) as the rise of South Korea can be said to have been driven by industrial development and exports, prior to the country becoming a popular tourist destination. The particularities of this path to a greater degree of economic development arguably shed new light on the issue of how country image can form and how it pertains to highly variable commercial contexts and how the effect the country image construct exert transect across these various venues of commercial activity.

브랜드 보호효과(Shielding Effects)와 국가 이미지 차원 속성중요도 연구 : 제조국에 따른 지각된 품질에 대한 확장연구

최규영;신건철 경희대학교 산업관계연구소 2011 産硏論叢 Vol.36 No.-

사회의 많은 다국적 기업(Multi-National Company; MNC)들이 세계를 상대로 제품과 브랜드를 판매하는 지금, 소비자들은 한 브랜드나 제품에 관하여 여러 가지 국가 이미지를 떠올릴 수 있게 되었다. 특히 손쉽게 소비자에게 지각되는 제조국 표기(Made-in Label)는 강력한 국가 이미지 인지/연상 요인으로 작용한다. 소비자는 객관적으로 평가되는 제품의 본연의 가치와는 다르게 본인들이 생각하는 품질과 위험 등을 가지고 제품에 대하여 주관적으로 판단하며, 또한 각각의 제품을 평가하는데 있어서의 각자의 속성 평가 기준과 중요도를 중심으로 제품을 평가한다. 또한 소비자는 정보의 처리를 할 때, 정보(브랜드명, 제조국명, etc)에 대한 접근성(Accessibility)과 진단성(Diagnosticity)에 따라 반응하고 응답하는 결과가 달라진다 는 것을 바탕으로 연구를 진행하였다. 따라서 본 연구는 선행연구를 통해 확인된 핵심 중요속성 3가지를 중심으로 속성 중요도(Importance-weight)를 측정해 브랜드와 제조국 두 변수 간에 영향력과 집단 간에 차이를 연구하였다. 또한 단일차원의 국가이미지보다 다차원적 국가이미지에 대한 연구가 진행되어오고 있으며, 이는 국가 이미지에 대한 소비자가 느끼는 중요도 또한 차이를 가질 것이라는 부분에 초점을 두어 집단 간에 속성 중요도에 대한 차이검정을 실시하였다. 연구 결과는 제조원산지와 브랜드 간에 주효과와 상호작용효과 모두 유의하게 나왔으며, 결과론적으로 소비자에게 품질 및 명성이 높다고 판단된 브랜드는 제조국의 부정적인 원산지 효과의 영향력이 상대적으로 줄어들거나 혹은 없어진다는 결론을 도출해 내었다. 두 번째로 Jo(2003)에 의한 선행연구에서 비춰졌었던 속성 중요도에 대한 평가에 있어서 상당히 다른 결과를 도출해 낼 수 있었는데, 이는 연구의 시기적 배경과 지역적 특성, 산업의 차이 및 대중의 관심도 등의 차이로 인한 속성의 차이검정이 다른 결과를 내었다고 추측해볼 수 있다. 또한 소비자의 지적 능력 및 제품 및 브랜드에 대한 정보의 차이가 전혀 다른 결과를 내었다고 볼 수 있다. 과거(2003년)에 브랜드에 대한 맹목적 신장과 무차별적 구매와는 다르게 현대의 현명한(smart)소비자가 단지 브랜드명이나 제조국에 따라 평가하지만은 않는다는 것을 보여주는 작은 부분이다. 결론적으로 말해, 정보통합이론(Information Integration Theory)를 통하여 정보를 분리하여 복합적인 정보처리 절차를 거쳐서 제품을 평가한다는 것을 확인하였으며, 여러 가지 속성을 차등을 두어 평가한다는 것 또한 알 수 있었다. 마지막으로 우리의 새로운 실험적 시도에 의해 이차원적 국가 이미지를 통한 평가에 있어 소비자가 지각하는 중요도의 차이를 확인하였다. Multi National Companies (MNCs) are increasing sales of their brands and products globally. Firms have been expanding manufacturing facilities and product lines worldwide to reduce labor costs and to maintain price competitive advantages. When given a product or brand, consumers are able to evoke specific images with at least more than two country images through the brand origin country and manufactured country. Especially, ‘Made-in Label’ on products can act as an important stimulation cue of manufactured country image. Even though there are objective estimates or information of products from expert and/or assessment by organization, consumers have their own subjective criteria for estimating importance-weights. This study investigates the difference of perceived quality between groups by allocating experimental design for brand and manufactured country. In addition, how consumers distribute their importance-weight for attributes of products differently. Up to current research, the use of bi-dimensional perspectives of country image has been studied more compared to uni-dimensional perspective. Therefore, customers have different importance-weight for country images (Macro and Micro image). Overall, the three types of studies were demonstrated in this article. The result of this study showed significant effect between brand origin and manufactured country in the main effect and interaction effect. Although perception of the original brand quality is high, consumer’s perception of quality can be relatively lower compared to the original brand quality due to the products produced in low manufactured country which is referred to discounting effect. Secondly, we predicted similar results from past studies but have different outcomes. It may be partially due to product category involvement and the difference in time of respondents and respondents’ knowledge and information about brand and products. In addition, consumers are “smarter” buyers who are not only influenced by brand names and advertisements. Finally, in the bi-dimensional perspectives, we took results that differ in the importance-weights in country image dimension according to two variables: brand origin and manufactured country image. According to the Information Integration Theory, consumers can speculate and evaluate information separately but ultimately aggregate all the information. We revealed how consumers allocate importance-weight for bi-dimensional country image's attributes, the differences from <study2>'s result were displayed by our new trial in consumers' perception.

Brand and Manufacturer Countries of Origin on Brand Equity: A case of the iPhone brand in South Korea

Sungjun Ryu,Byungoh Kim,신민석 피터드러커 소사이어티 2022 창조와 혁신 Vol.15 No.4

The purpose of this study is to investigate the effect of COO of Brand and COO of Manufacture on brand equity (brand image, brand quality) according to Product Country Image and Category Country Image, and to find out how consumers influence brand equity (brand image, brand quality) due to high and low Country Image. The country of origin is classified into a Product Country Image and a Category Country Image, and brand equity is classified into brand image and brand quality. The subjects of this study are Korean consumers in their 20s and 50s who have purchased or used iPhones. iPhone was selected as a research target product considering market penetration rate and consumer familiarity. This study aims to provide implications for the establishment of marketing strategies by understanding the influence of brand equity according to COO of Brand and COO of Manufacture of iPhone in the U.S. and manufacturing country of iPhone. In addition, the empirical analysis of the concept of Product Country Image and Category Country Image can contribute to the expansion of theoretical knowledge in the field of Country Image research.

문화동반자사업 참가자의 한국 국가이미지 변화에 관한 연구

송안나,김세준 한국예술경영학회 2014 예술경영연구 Vol.0 No.30

Country Images are multi-dimensional and comprehensive images which areformed based on various informations. Based on related research showed thatamong methods of country image formation personal contacts develop mostundistorted country image so it effects to positive country image changes, thisresearch investigated changing images of korea among participants of Cultural Partnership Initiative. The Subjects were 72 foreigners who participated in theCulture training program of ‘2013 Cultural Partnership Initiative’ conducted by Ministry of Culture, Sports and Tourism, and questionnaire survey wasperformed for 6 months from June 2013 to November 2013. Questionnaires areconsisted of cognitive and emotional country image, personal contact andbehavior intention measurement parts. The Results of this research are as follows.First, from results of pre and post questionnaire survey about country imageof Korea among foreigners who participated to Culture training program, therewere statistically meaningful differences(p<0.05). Second, from results of pre and post questionnaire survey about sub factor ofcognitive country image, country image was improved from economy, societyand culture factor except politics. Third, from results of pre and post analysis about sub factor of emotional country image, country image was improved only from fascination factor. Average value was improved from comfort and dynamic factor but it wasn’t statistically meaningful difference and there was no average value difference in modernity factor. Forth, after examine influencing relationship that personal contact effects to country image we found out that intimacy and information richness factor accept communication time factor have meaningful effect to country image. Sixth, after examine influencing relationship that country image effects to behavior intention to Korea, we found out that country image has statistically meaningful effects to recommendation intention. Like these we verified that culture training program like Cultural PartnershipInitiative which is based on personal communication has positive effects to country image changing. 국가이미지는 다양한 정보를 바탕으로 형성되는 다차원적이며 종합적인 심상이다.국가이미지의 형성경로 가운데 대인적 접촉은 가장 왜곡되지 않은 국가 이미지를 형성하며, 긍정적인 이미지 변화에 영향을 미친다는 선행연구를 근거로 본 연구는 대표적인 대인접촉 레지던스 프로그램인 문화동반자사업 참가자의 한국 국가이미지 변화를 조사하였다. 연구방법은 문화체육관광부가 주관하는 2013년 문화동반자사업의 문화연수프로그램에 참가한 외국인 총 72명을 대상으로 전수조사 하였으며, 2013년 6월부터 2013년 11월까지 약 6개월간 사전·사후 설문조사를 실시하였다. 본 연구의 결과는 다음과 같다. 첫째, 문화연수프로그램에 참여한 외국인들의 한국 국가이미지의 사전·사후 설문조사 결과 전체적인 한국의 국가이미지는 프로그램 참여 이후 높아졌다. 한편 국가이미지의 하위요인 중 인지적 국가이미지는 향상되었으나, 정서적 국가이미지는 향상되지 않았다. 둘째, 대인적 접촉이 국가이미지에 미치는 영향관계를 살펴본 결과, 커뮤니케이션 시간을 제외한 인터머시와 정보풍부성 요인이 국가이미지에 유의미한 영향을 미치는 것으로 나타났다. 즉, 한국인과의 접촉 시 느끼는 따뜻함, 믿음, 한국 적응에 필요한 도움 등의 정서적 교류가 국가이미지에 긍정적인 영향을 미치는 것으로 드러났다. 셋째, 국가이미지가 한국에 대한 행동의도에 미치는 영향관계를 살펴본 결과, 인지적 이미지를 제외한 정서적이미지가 재방문의도과 추천의도에 통계적으로 유의미한 영향을 미친다는 결과가 나왔다.

韓國國家形象對旅遊目的地形象和旅遊意向的影響研究: 以中國潛在旅遊者為例

鱼文英,赵智慧,윤지현 관광경영학회 2019 관광경영연구 Vol.91 No.-

Country image and travel destination image are two relatively independent as well as paralleled research fields, but these two constructs are similar and overlapped. This paper integrates both country image and travel destination image to explore the effects of potential Chinese tourists' travel intentions. Our research shows that country character image, country competence image and country affective image are positive significantly related to tourists' travel intentions. Travel destination cognitive image and affective image are also positive significantly associated to tourists' travel intentions. In addition, we find country character image, country competence image and country affective image are significantly related to travel destination cognitive image, but only country character image and country affective image are significantly associated to travel destination affective image. More results and their implications are discussed toward the end. 국가 이미지와 관광목적지 이미지 연구는 학문적으로 독립적으로 발전해온 경향이 있으나 또한 구성 개념 면에서 유사한 점과 겹쳐지는 부분이 많다. 본 연구는 한국 국가 이미지와 관광목적지 이미지를 결합하여 이들이 중국 잠재적 관광객의 한국 관광의도에 미치는 영향을 고찰하였다. 본 연구의 결과에서 국가 특성 이미지, 국가 경쟁력 이미지와 국가 정서 이미지는 관광객의 관광의도에 유의한 정의 영향이 있는 것으로 나타났다. 또한 관광 목적지 인지적 이미지와 정서적 이미지 역시 관광객의 관광의도에 유의한 영향을 미치는 것으로 나타났다. 한편으로 국가 특성 이미지, 국가 경쟁력 이미지, 국가 정서 이미지는 관광 목적지 인지적 이미지에 유의한 영향을 미쳤지만 국가 특성 이미지와 국가 정서 이미지만 관광 목적지 정서 이미지에 긍정적 영향을 미쳤다. 끝으로 본 연구는 이상의 실증분석 결과에 근거하여 학문적, 실무적 시사점을 제시하였다.

THE EFFECT OF PRODUCT IMAGE ON COUNTRY IMAGE: THE CASE OF SOUTH KOREA

Jay Sang Ryu,Mikael And?hn,Patrick L’Espoir-Decosta 글로벌지식마케팅경영학회 2014 Global Marketing Conference Vol.2014 No.7

Country image is a construct with far-reaching commercial implications (Kotler and Gertner, 2002). It is often held up as an antecedent condition of attitude formation towards products (Verlegh and Steenkamp, 1999; Laroche et al., 2005; Zeugner-Roth and Diamantopolous, 2009), as a determinant of visiting intentions for tourist destinations (Nadeau et al., 2008; Mart?nez and Alvarez, 2010) or even as a source of political power (van Ham, 2001; Nye, 2004; Wang, 2008). However, the way in which country image is approached in the literatures dealing with it various venues of relevance almost exclusively threat the construct as a source of some exerted effect and rarely venture into the issue of how country image is formed and how it various venues of its commercial relevance interact. Some exceptions to this general rule can be found in White (2012) who explored how product image exerts a formative effect on country image, a country-of-origin effect in the inverse. Also, Nadeau et al. (2008) observed that country image as it pertains to destination image as well as to exports intersect in an interesting way and that the two areas of commercial relevance indeed are not completely separate. In the present study we postulate that the meaning attributed to a particular country’s image is the result of an oscillation of meaning between that attributed to objects (such as for instance products, destinations or people) associated to the country and the country image itself. I.e. a product perceived as being associated to a country would derive its meaning from the country image but also exert a feedback of meaning towards the country image. Any association is not only a determinant of meaning towards one of the objects in an association dyad (cf. Keller, 1993) but this meaning also, through association, transfer in the inverse direction as well. This suggests that any venue of meaning attribution to a country could potentially exert an effect on any situation in which the country in turn exerts a formative influence. For example, a product image of a product associated to a country could potentially exert an influence on the countries attractiveness as a tourist destination through a mediated influence through country image. In order to put this mechanism to the test 500 respondents from the USA (311 female, x age 46.5, respondents of Korean origin excluded) were recruited through an online panel and subjected to a psychometric test-series featuring items pertaining to the image of South Korea, the image of South Korean products and various factors pertaining to the respondent’s attitude towards South Korea as a tourist destination. The resulting data was subjected to statistical analysis using a covariance-based structural equation model approach. The results of the data analysis suggest that attitudes and notions directed to products from South Korea exert a statistically significant effect on the image of the country as a whole. This image in turn exerts an effect on the whether consumers express interest in visiting the country in their capacity as potential tourists. These results are in support of White (2012) in that they demonstrate that attitudes towards products from a particular country contribute to the attitude towards a country as a whole. The results also support Nadeau et al. (2008) in their finding that country image as it pertains to inferring the degree of quality of exports and the attractiveness of a place as a tourist destination should not be compartmentalized, but rather treated as a facets of the same construct. In the present study the case of South Korea was used with a particular goal in mind. The rather unusual historical particularities of the transition of South Koreas economy makes it highly interesting as an example for several reasons. Not only did South Koreas transition take place in a highly compressed timeframe, but it also took a route which runs counter to the notion that tourism often serves as the starting point of economic transition (Dieke, 2003; Dritsakis, 2004; Oh, 2005; Mishra et al., 2006; Kaplan and Celik, 2008) as the rise of South Korea can be said to have been driven by industrial development and exports, prior to the country becoming a popular tourist destination. The particularities of this path to a greater degree of economic development arguably shed new light on the issue of how country image can form and how it pertains to highly variable commercial contexts and how the effect the country image construct exert transect across these various venues of commercial activity.

Intention of Chinese Youth -Focused on the Cell Phones of Three Countries` Brands-

( Sung Joon Lee ),( Mo Li ) 한국유통경영학회(구 한국유통정보학회) 2011 유통정보학회지 Vol.14 No.3

본 연구의 목적은 최근 급격하게 성장하고 있는 중국의 휴대폰 시장에서 세계적 휴대폰기업들은 자사 브랜드 가치를 제고할 필요가 있다고 알고 있지만, 휴대폰 제조업체들이 자사제품의 브랜드 이미지를 강화하는 마케팅이 얼마나 유효한 것인가를 실증적으로 검증할 필요가 있다는 데에서 출발하였다. 본 연구의 목적을 달성하기 위하여 한국, 중국, 미국3개국에서 생산되고 있는 휴대폰3종의 브랜드에 대해 제품 국가이미지 와 기업이지가 브랜드 자산 및 구매의도에 미치는 영향 관계를 규명하기 위해 중국의 소비자들을 대상으로 수행한 설문조사를 바탕으로 공분산구조분석을 실시 하였으며 그 결과는 다음과 같다. 첫째, 제품-국가이미지와 기업이미지는 중국소비자들이 인식하는 브랜드 자산에 긍정적인 영향을 미치는 것으로 나타났다. 이러한 사실은 브랜드 자산을 높이기 위해서는 제품을 생산하는 국가의 이미지와 기업이미지가 매우 중요하다는 것을 시사한다. 둘째, 제품-국가이미지가 브랜드 자산보다는 기업이미지에 더 많은 영향력을 미치고 있는 것으로 확인되었다. 즉, 일차적으로 제품-국가이미지가 높을수록 기업이미지에 긍정적인 영향을 미치고, 이렇게 높아진 기업이미지는 제품의 브랜드 자산에 영향을 미쳐 궁극적으로 소비자들이 구매하고자 하는 의도도 높아진다는 것을 의미한다. 셋째, 제품의 구매의도에 통계적으로 유의하게 영향을 미치는 요인으로는 브랜드 자산과 기업이미지로 나타났지만, 제품-국가이미지는 구매의도에 미치는 영향이 통계적으로 유의하지 않은 것으로 판명되었다. 본 실증연구 결과 분석에 의하면 제품-국가이미지가 구매의도에 직접적인 영향을 미치기보다는 브랜드 자산을 매개로 하여 간접적인 영향을 미치고 있는 것으로 확인되었다. 이러한 사실은 기존의 연구에서 제품-국가이미지와 구매의도의 관계가 직접적이라는 사실과는 다소 다른 결과이다. 즉, 제품-국가이미지는 구매의도에 직접적인 영향을 미치기 보다는 브랜드 자산을 매개로 하는 간접적인 효과가 있다는 것을 의미한다. 다음과 같은 한계점을 지니고 있다. 첫째, 응답자들의 대부분이 중국의 젊은이들을 대상으로 하였기 때문에 본 연구결과를 중국의 모든 소비자들로 일반화하는 것은 한계가 있다. 둘째, 표본의 수집에 있어서 중국의 소비자만을 대상으로 하였지만 여러 국가에 걸쳐 실증조사가 필요하다는 것이다. 셋째, 본 연구에서 글로벌 휴대폰 시장에게 매우 큰 영향력을 발휘하는 3국의 3종 브랜드만을 대상으로 하였다는 점에서도 한계점이 있다. This study is aimed to give some highlights to the global enterprises on how to perform better in China`s mobile phone market, which has been developed dramatically in recent years. For this purpose, this study investigates the effects of country image, country product image, and corporate image dimension on consumers` purchase intention and brand equity. Furthermore, popular cell phones in the Chinese market are chosen to test Chinese consumers` purchase intention of the cell phones of Nokia, Samsung and Apple companies. Furthermore, the study explore that the product country image and corporate images as important sources, which exert critical effects on consumers` purchase intentions and the brand equity of products. The questionnaire for this study was completed by mainly the Chinese young respondents in several big cities in China. The results of analysis are as follows: First, it was found that the product country image and the corporate image have positive relationship with the brand equity and purchase intention of Chinese consumer. It suggests that the product country image and the corporate image are important to enhance the brand equity. Second, product country image appeared to be more influential on the corporate image than on the brand equity. It means that the higher image the product country occupies, the better reputation the corporate takes. Higher corporate image effects on the brand equity of the product and raise the consumers` purchasing intention. Third, it was proved that the relationship between the product country image and purchase intention is not statistically significant. According to covariance structure analysis, the product country image has an indirect effect on purchase intention with the brand equity as a parameter. The results of the analysis mentioned above suggest that consumers consider the company which manufactured the product rather than the country as OEM generalized. It means that the corporate image will determine consumers` purchase intention when each country produces cell phones with similar rate.

제품 생산 국가의 이미지가 제품 태도에 미치는 영향: 문화개방성과 한류 문화콘텐츠에 대한 태도의 매개효과

심연,곽노성,이건형 한국무역연구원 2019 무역연구 Vol.15 No.3

Purpose - This research aims to examine the relationship between the attitude toward the product(product attitude and product attachment) and product production country image through the mediating effect of Korean wave cultural contents and cultural openness. Design/methodology/approach - For this study, a survey was conducted to 330 Chinese consumers who have experience using Korean products in Beijing and Shanghai, China and finally 283 valid responses were collected. The data was analyzed on structural equation model using SPSS 20.0 and AMOS 20.0. Findings - Findings of this study are as follows. First, Korean economic country image has a positive influence on attitude toward Korean wave cultural contents, but the impact of the Korean relationship country image and cultural country image on attitude toward Korean wave cultural contents are founded to be insignificant. Second, Korean relationship country image and cultural country image have a positive influence on cultural openness, but the impact of Korean economic country image on cultural openness is found to be insignificant. Third, cultural openness has a positive influence on attitude toward Korean wave cultural contents, product attitude and product attachment. Fourth, attitude toward Korean wave cultural contents has a positive influence on product attitude and product attachment. Last, there is a mediating effect of cultural openness and attitude toward Korean wave cultural contents between Korean economic country image and product attitude and product attachment and also cultural openness has a mediating effect between Korean relationship country image, cultural country image and product attitude and product attachment. Research implications or Originality - Based on these findings, it suggested the research limitations and future study. This study fills the research gap by exploring the relationship between attitude toward Korean wave cultural contents and cultural openness on country image, product attitude and product attachment. Furthermore, this study extends readers’ understanding of the relationship between attitude toward Korean wave cultural contents, cultural openness, country image, product attitude and product attachment. This study finds that attitudes toward Korean wave cultural contents and cultural openness are the crucial variables for improving the relationship between country image, product attitude and product attachment. It provides practical and theoretical guidelines for suppliers developing marketing strategies.

브랜드 글로벌성, 국가이미지, 국가친밀성이 지불의사에 미치는영향과 브랜드 글로벌성과 전형성의 조절 역할

조성도 한국소비문화학회 2017 소비문화연구 Vol.20 No.4

Traditionally country-of-origin effects and country image have been important topics in international marketing. However influential global brands brings about practical and academic interests toward the roles and impacts of brand globalness. Furthermore recently country affinity is considered as a critical cue for evaluating global products. It is an emotional construct that can be measured through attachment and sympathy. Unfortunately despite this trend prior studies have not analyzed the relationships systematically among brand globalness, micro country image and country affinity. Moreover perceived quality, brand prestige and purchase intention have been main consequences without considering the profit-related construct like willingness to pay. Recently some research is interested in antecedents that affect willingness to pay because it is more closely related to profits. the main purpose of this study is to reveal the impacts of brand globalness on willingness to pay and micro country image and its positive moderating roles in the relationship between micro country image and willingness to pay. Furthermore the influences of country affinity on micro country image and willingness to pay are analyzed. The results show that brand globalness plays three roles. This research reveals that brand globalness directly influences micro country image and willingness to pay and positively moderates the relationship between micro country image and willingness to pay. Moreover whereas prior studies have not tested the impact of country affinity on micro country image, the results of this study confirms that country affinity affects micro country image and willingness to pay significantly. 개별 브랜드의 글로벌화가 활성화되면서 브랜드 글로벌성이 소비자 반응에 미치는 영향에 대한 관심이 커지고있다. 전통적으로 원산지 효과, 국가이미지가 중요한 연구 주제였는데 글로벌 브랜드들이 많아지면서 브랜드 글로벌성의 역할과 영향력에 관심을 갖게 되었다. 또한 최근에는 공감과 애착을 통해 형성되는 국가에 대한 감정적평가인 국가 친밀성이 중요한 평가 단서로 대두되고 있다. 하지만 기존 연구에서는 브랜드 글로벌성, 국가이미지, 국가 친밀성의 관계를 체계적으로 분석하지 않았다. 그리고 기존 브랜드 글로벌성, 국가이미지 연구는 주로지각된 품질, 명품성, 구매의도와 같은 결과 변수에 초점을 두었다. 그런데 최근에는 지불의사와 같이 기업의 수익성과 직접적으로 관련이 있는 종속변수에 관심을 갖고 있다. 본 연구는 5개국 10개 브랜드를 선정하여 설문조사를 통해 실증분석을 하였다. 연구결과에 따르면 브랜드 글로벌성이 세 가지 역할을 하였다. 기존 연구에서는브랜드 글로벌성과 국가이미지를 독립된 관계로 설정하였으나 본 연구 결과에서는 브랜드 글로벌성이 미시 국가이미지와 지불의사에 직접적인 영향을 미치면서 미시 국가이미지와 지불의사의 관계를 향상시키는 조절변수 역할을 하는 것으로 나타났다. 그리고 기존 연구에서는 국가 친밀성과 미시 국가이미지의 관계를 검증하지 않았는데본 연구 결과에서는 국가 친밀성은 미시 국가이미지를 향상시키면서 지불의사에도 직접적인 영향을 미쳤다.

다차원적 국가이미지가 브랜드이미지 및 브랜드태도에 미치는 영향

이호택(Ho-Taek Yi),이형탁(Hyung-Tak Lee) 한국무역연구원 2014 무역연구 Vol.10 No.3

During the past several decades, country-of-origin research has attracted significant attention from both marketing researcher and practitioners in the global market. Part of the reason for this continuous interest in the subject area is attributable to increased global competition 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 product evaluation. However, most of researches considered country image as a single dimension, not multi-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 on country-product image, brand image and brand attitude. The authors divided country image into economic image, relational image and people image. and examined moderating role of the consumer s ethnocentrism and perceived brand globalness as well. We collected 265 chinese survey responses from online and offline survey and analyzed for empirical validation through various statistical methodologies including structural equation modeling. The results indicated that multifaceted country image, economic and relational image, has positive effect on country-product image and country-product image has also positive relationship to brand image and brand attitude. Furthermore, perceived brand globalness(or ethnocentrism) enhanced(or lessened) the relationship between brand image and brand attitude in chinese market. Research contribution, implications, and further research directions are discussed at the end of the paper.