• Journal of the Korea Society of Computer and Information
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• v.26 no.2
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• pp.213-220
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• 2021

With the continuing development of the global economy, the scale of international production and management of companies is expanding rapidly nowadays. As a result, it is increasingly important for multinational companies to establish appropriate marketing strategies for products in order to successfully enter overseas markets. When consumers evaluate the quality of products from various countries, they depend heavily on the image of the product as well as the price of the product. Therefore, this study aim to find out how the price, country image, brand image and country of origin image affect on consumer product evaluation and purchase intention. Based on these concepts, the significance of this study is helping local companies make more appropriate marketing strategies by understanding the importance of price and image of a product to companies and knowing more accurate recognition in Korea and Korean-made products of Chinese consumers. The results of this study which used AMOS model showed that 1) The country image and country of origin image for a product had a positive effects on product quality, 2) The price and country image of a product had a positive effects on service quality, 3) And evaluation of product had a positive effects on purchase intention. Based on these results, we made some proposals and presented the future research directions according to the limitations.

• Journal of Digital Convergence
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• v.13 no.6
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• pp.69-79
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• 2015

The purpose of this study is to investigate the effect of national image, brand image, and country of origin on Chinese consumer's purchase attitude and purchase intention of Korean cosmetic products which applied a high and/or convergence technology. The survey was completed by chinese customers and the data is analysis with SPSS 21.0. The results show that national image, brand image, and country of origin image have a positive impact on Chinese consumer's purchase attitude and purchase intention. This results imply that when Korean companies enter into chinese markets, if they perform very aggressive promotion activities on national image, brand image, and country of origin image, they can be successful by transforming positively chinese consumer's purchase attitude and purchase intention of Korean products.

• CRM연구
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• v.2 no.2
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• pp.21-40
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• 2009

This study conducted to examine how consumer's perception of COO(Country of (Brand) Origin) image affects brand association knowledge, how coo image and brand association knowledge affect buying intention, how these relationship differs in hedonic and utilitarian products and the moderating effect of consumer's ethnocentrism in the influence of brand association to buying intension. The results indicated the followings: First, it was significant COO Image affect brand association knowledge, more strong significant in Hedonic products than in utilitarian products. But it was not supported COO Image affect buying intension significantly. Second, Brand association knowledge affected buying intention significantly. And the last, consumer's ethnocentrism mediated between brand association knowledge and buying intention strong significantly.

• Journal of Service Research and Studies
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• v.8 no.1
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• pp.13-26
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• 2018

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.

• International Commerce and Information Review
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• v.15 no.3
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• pp.155-173
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• 2013

Since the 1990s, Corporate Social Responsibility (CSR) issues have been attracting more and more attention from companies and researchers alike. The purchasing behavior of consumers is directly related to not only a company's financial performance, but also the future development of the company. Much of the previous research regarding CSR has mainly focused on the perspectives of enterprises. This paper aims to study the impact of CSR on purchase intention in three aspects - consumer, company and country. We decided to use Samsung to describe the impact of CSR on consumer purchase intentions in China. The results of this study revealed that CSR has a positive impact on the consumer-company identification, corporate reputation and country of origin image. Consumer-company identification turned out to be amore important moderator between CSR and consumers' purchase intentions than country of origin image and corporate reputation.

• International Commerce and Information Review
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• v.13 no.1
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• pp.55-76
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• 2011

America is traditionally friendly to South Korea. Last year in 2008, U.S. exports to South Korea totaled $32.4 billion. The U.S. and Korean must reciprocate economic exchange. The purpose of this study to measure the re-purchase intentions and product satisfaction in America image. The major result of article can be summarized as follows. The factors of this article have been divided into 'society safety', 'industrialization level', 'economic image', 'political image', 'cultural image', and 'the character of a nation'. In the empirical result of the article, the goods satisfaction for America country image would be shown in the results. The first, 'society safety', 'industrialization level', 'the character of a nation' are significantly positive statistically to goods satisfaction. The second, 'economic image', 'political image', 'cultural image' are not as significantly positive statistically speaking.

• International Area Studies Review
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• v.12 no.2
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• pp.227-250
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• 2008

The purpose of this study is to compare the Korean consumers' global brand preference and purchase intension with Chinese consumers. Based on the literature review, we created structural correlation between consumer ethnocentrism, perceived quality, brand of origin image global brand preference and purchase intension. The survey polled 500 university students in Busan, Korea and Shanghai, China. SPSS ver.15.0과 AMOS ver.7.0 statistical package were used to analysis the questionnaire data. In order to examine the structural correlation between variables we operated structural equation modeling. The results of the study were as follows: in Korean case, perceived quality and brand of origin image had positive effect on global brand preference, but consumer ethnocentrism had no effect on global brand preference. And global brand preference had no effect on purchase intension, either. in Chinese case, perceived quality, brand of origin image had positive effect on global brand preference, but consumer ethnocentrism had no effect on global brand preference. while global brand preference had positive effect on purchase intension.

• Korean journal of communication and information
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• v.38
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• pp.7-39
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• 2007

The purpose of this study is to find trend & paradigm of national image ; to review process to be global corporate ; to evaluate brand value of SAMSUNG. Researcher made a study with SWOT analysis and depth survey interview about Interaction and influence between national image and global corporate. The result reveal five type that divided '1 ; Nation-Leading Type(n=10)', '2 ; International Superiority Type(n=6)', '3 ; Typical Influence Type(n=4)'. It found that is very different type. In conclusion, it was ascertained a proposition about 'growth of global corporate is in accord with development of brand value in Korea' through this study. Above all, in this article, the result of this works was provide a momentum ; it is the diverse effects to the global corporate inside and outside of the country.

• International Commerce and Information Review
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• v.15 no.1
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• pp.185-206
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• 2013

Recent studies validate the idea that consumer judgment of products can affect consumer purchase intentions. Consumers judge products based on product quality, after sales satisfaction, and other visible values, but consumers also judge products on country-of-origin image, brand image and such intangible values. In this paper, we will examine consumer ethnocentrism and animosity, which are frequently responsible for country-of-origin prejudices, because the offending (i.e. exporting) nation has engaged in economic, political, or even military activities that the consumer finds difficult to forgive. The results of the study show a positive effect of product judgment on consumer purchase intentions, but consumer ethnocentrism and animosity negatively affect product judgment and consumer purchase intentions of foreign products. In the Chinese market, ethnocentric Chinese consumers have negative perceptions of foreign products with negative intentions to buy them. Chinese consumers have strong animosity for Japanese products, which negatively affect product judgments and purchase intentions to buy; therefore, Japanese corporations should increase cooperation with Chinese corporations. Conversely, for Korean companies, product judgment primarily affects consumers' intentions to buy; consequently, Korean companies should improve their product quality, after-sales satisfaction, brand image and other tangible aspects to improve consumer judgment.

• The Research Journal of the Costume Culture
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• v.20 no.2
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• pp.208-221
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• 2012

The purpose of this study is to identify the effects of sportswear brands' country-of-origin on purchase intention (PI) in terms of brand personality as perceived by Chinese university students. Chinese students preferred to shop for sportswear at specialty stores, liked Nike and Adidas most, design was the most important factor when selecting, selected their sportswear themselves, and gathered information from TV ads. With regard to perceptions of brands country-of-origin, America was perceived as a developed country, influential to the world, but as having a bad relationship with China. Germany was perceived as a developed country and as having a well-developed civic culture, good people image, high technology, high influence on the world, and a good relationship with China. Italy was perceived as a developed country with the highest civic culture. China was perceived as a developing country, as having a good people image, and low technology and low influence on the world. Japan was perceived as a developed country with high technology. Factors of brand personality were sincerity, competence & sophistication, and excitement. Nike was perceived as having high competence & sophistication and excitement, Adidas as having high competence & sophistication and excitement, Lining as having high sincerity, and Mizuno's brand personality was very low. People image, competence & sophistication and excitement became higher, PI of Adidas increased. If people image, competence & sophistication and excitement became higher, PI of Kappa increased. If a country was developed and competence & sophistication and excitement became higher, PI of Lining increased. If civic culture, people image, technology, competence & sophistication and excitement became higher, PI of Mizuno increased.