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http://dx.doi.org/10.14400/JDC.2020.18.4.075

The effect of Micro and Macro Country Image on Brand Evaluation -Focus on the effect of brand familiarity and openness-  

Jiang, Jin (Dept. of Business Administration, Chonnam National University)
Qing, Cheng-Lin (Dept. of Business Administration, Honam University)
Publication Information
Journal of Digital Convergence / v.18, no.4, 2020 , pp. 75-80 More about this Journal
Abstract
This study verified the moderating effect of brand familiarity and openness in the relationship between micro and macro-national image in Chinese market and brand attitude. The research methods used in this study based on previous studies, a research model was established, related research hypotheses were set up, and Chinese consumers were selected as survey subjects to conduct surveys and data collection, and the suitability test and research hypothesis of the model were verified. As a result of this study, Micro and macro-national image had a positive effect on brand attitude, brand familiarity and openness had no moderating effect on micro-national image, and macro-national image had a moderating effect on macro-economic image. The results of this study provide implications for companies in Korea, the United States, and Japan, which have close relations with China in the Chinese market, to utilize various business strategies.
Keywords
Micro Country Image; Macro Country Image; Brand Attitude; Brand Familiarity; Openness;
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