Korea Trade Review (무역학회지)

Korea Trade Research Association (한국무역학회)
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A Structual Analysis of the Relationship between Brand Image and Country Image of Global Product

글로벌 제품의 브랜드 이미지와 국가 이미지에 관한 구조적 관계 분석

  • Bong-Soo Lee (Department of International Trade, Dankook University)
  • Received : 2021.11.15
  • Accepted : 2021.12.27
  • Published : 2021.12.30
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Abstract

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.

Keywords

Acknowledgement

The present research was conducted by the research fund of Dankook University in 2021.

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