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Should The Country Image Strategy Be Differentiated By Industry Types?  

Park, Sang-June (전북대학교 경영학과)
Publication Information
Korean Management Science Review / v.27, no.2, 2010 , pp. 97-108 More about this Journal
Abstract
Previous studies have shown that country image affects consumers' valuation of products. Based on a literature review this paper identifies five dimensions (economic, political, relational, people and cultural image) and purifies them with Exploratory Factor Analysis (EFA) and Confirmatory Factor Analysis (CFA). The data was gathered by using a structured questionnaire from 252 Korean consumers. Among the five dimensions of country image, this paper derives the three factors of country image for four countries (The United States, Japan, Australia, and China) - economic, relational, and cultural image. Then it examines the impacts of the three dimensions of country image on consumers' purchase intention of two industry types : industrial products vs. agricultural products. The result shows there is no difference between both of the two types in the impacts of country image on purchase intention. This implies that for managing the country image it not necessary to develop a communication strategy which is differentiated by industry types.
Keywords
Country Image; Industry Types; Purchase Intention;
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