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http://dx.doi.org/10.18807/jsrs.2018.8.1.013

Country of Origin, Global Identity, and Social Influence for Success as Global Brand  

Lee, Minhwan (SKK Business School, Sungkyunkwan University)
Kim, Yeonggil (Department of Global Trade and Management, Shinhan University)
Kim, Soowok (College of Business Administration, Seoul National University)
Publication Information
Journal of Service Research and Studies / v.8, no.1, 2018 , pp. 13-26 More about this Journal
Abstract
Most product consists of various national components, and brand strategy using nationality images is prevalent in marketing field. Country of origin is meaningful consideration for decision making. The purpose is that how consumer evaluate the global brand depending on two-sided dimension of country of origin. This research aims to examine the interaction effect of two-sided country of origin and moderating effect of global identity. In study 1, two-way interaction effect of origin of brand and origin of production was significant with social prestige. In study 2, there-way ANOVA provided marginally significant main effect of origin of brand and global identity. Two-way interaction effect of origin of brand and production was significant with social prestige. Also two-way interaction effect origin of brand and global identity was significant with innovation and social responsibility. Three-way interaction of origin of brand, origin of production, and global identity was significant with social responsibility, this approved moderating effect of global identity. Results contribute to understanding global brands strategy using country of origin effect, and to adding new knowledge to the country of origin literature. Academic and practical implications, limitations, and future research directions were discussed.
Keywords
Global Brand; Brand Attitude; Country of Origin; Global Identity; Social Influence;
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