• 한국의류학회지
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• 제38권2호
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• pp.251-265
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• 2014

China is the biggest market for the Korean fashion industry. However, China is still difficult in regards to market entry and market success in China despite the geographical proximity. This study investigated the image of Korea and its impact on brand identity, brand attitude and intention to purchase with a focus on Chinese consumers in order to identify the variables of a country's image that affect a consumer's intention to purchase. The results of this survey targeted 214 Chinese consumers who were used for the final analysis. The survey subjects were female consumers in their 20s and 30s, living in metropolitan cities in China. Exploratory factor, reliability and frequency analyses were conducted using SPSS 19.0; in addition, confirmatory factor and path analyses were administered with AMOS 18.0. We identified two general images of Korea (economy and culture), two images of Korean (stylish and friendly) and three Korean fashion-product related images (quality, design and prestige). The results of the structural equation model were as follows. 1) Economy factor exerted significant effect on quality and prestige. 2) Stylish factor exerted a significant effect on all of the Korean fashion product images (quality, design and prestige). Friendly factor exerted positive impact on prestige. 3) All of the Korean fashion product images significantly influenced brand identity. 4) Brand identity exerted a significant effect on brand attitude. Lastly, brand attitude significantly affected intention to purchase.

• The Journal of Asian Finance, Economics and Business
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• 제9권4호
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• pp.357-366
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• 2022

Many factors influence brand trust, including manufacturer prestige, product value and quality, country of origin, media marketing, experience, and brand relationship. The purpose of this study is to assess the impact of the nation of origin on brand trust, using Vietnam as a case study for India's COVID-19 vaccine. A total of 407 Vietnamese people aged 18 and up participated in the survey. The findings of the study show that the nation of origin has a significant impact on brand trust. Specifically, the perceived country image has a negative effect on brand trust, the other two components of the country of origin are perceived value and perceived quality of product have a positive impact on brand trust in India's COVID-19 vaccine. Research results show that if the perceived country image of the country of production is perceived negatively, then there will be a negative impact on brand trust. According to research findings, people in Vietnam who are 30 years old or older, have steady occupations, know about India, have used Indian products in the past, and have strong brand trust in India's COVID-19 vaccinations. India needs to boost its country's image and develop communication to increase brand trust in Vietnam.

• 통상정보연구
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• 제16권5호
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• pp.117-149
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• 2014

본 연구는 국가이미지의 개념과 영향에 관한 선행연구의 논의를 우리나라 시장에 적용하고, 실무적으로는 우리나라에 진출하는 중국기업에게 한국시장의 특성에 관한 기초적인 정보를 제공함과 더불어, 우리나라 기업이 해외시장에 진출할 경우 국가이미지 관련 고려해야 할 시사점을 제공하고자 하는 목적으로 수행되었다. 이를 위해 서울시내 소재 직장인과 대학생 265명의 설문조사 결과를 SPSS 20.0과 AMOS 21을 사용하여 분석하였는데, 그 결과는 다음과 같다. 첫째, 중국의 국가이미지의 차원은 기초이미지, 사회경제이미지, 명성이미지, 관계이미지, 감정이미지의 5가지 요인으로 구성되어 있는 것으로 나타났다. 둘째, 중국의 국가이미지 구성요인 가운데 기초이미지, 사회경제이미지, 감정이미지는 제품이미지에 정(+)의 영향을 미쳤으며, 명성이미지는 부(-)의 영향을 미치고 있는 것으로 나타났다. 셋째, 중국의 국가이미지 가운데 감정이미지는 제품에 대한 태도에 영향을 미치는 것으로 나타났다. 넷째, 중국의 전반적인 제품이미지는 소비자 태도에 영향을 미치는 것으로 나타났다. 다섯째, 중국산 제품에 대한 소비자 태도는 구매의도에 영향을 미치는 것으로 나타났다. 여섯째, 소비자 자국민중심주의가 낮은 집단이 높은 집단에 비해 중국산 제품의 이미지가 소비자 태도에 좀 더 긍정적인 영향을 미치는 것으로 나타났다. 결론에서는 실증분석 결과를 통해 도출된 시사점에 관해 논의하고, 미래연구에 대한 제언을 하였다.

• 통상정보연구
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• 제9권1호
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• pp.23-41
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• 2007

This paper research the country image, the brand image, consumers' performances and the brand royalty with the path analysis on foreign automobile brands. Our empirical study testify the reliability analysis, the factor analysis and the path analysis with above variables by SPSS 12.0 and AMOS 4.0. The result of this research is that hypotheses H1, H3, H5 were significantly supported, whereas, hypotheses H2, H4 were rejected in the samples of American automobile. and in the samples of Japanese automobile, it was clearly revealed that hypotheses H2, H3, H4 were significantly supported, whereas, hypotheses H1, H5 were rejected. So, in Korean market, we should focus on the brand image strategy more than the country image to make the brand royalty with American automobile products. whereas, Japanese automobile products, another strategy is recommended.

• 마케팅과학연구
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• 제18권1호
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• pp.157-177
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• 2008

Sportswear, including sports shoes, becomes a common and popular category because it gives young people a more relax lifestyle and greater versatility and comfort. It is believed that consumers prefer products of developed countries to products of developing or underdeveloped countries. This study tries to compare consumer behaviors for sports shoes in China and Korea. Our research model analyzed relationships among country-of-origin, perceived quality, perceived price, brand image and purchase intention for sports shoes in Korea and China. The country-of-origin was not found to play a significant role in Korea. But it was found to positively influence perceived quality in China. Brand image was found to play an important role in influencing perceived quality and perceived price in Korea and China. Perceived quality was found to influence positively purchase intention in both countries. Perceived price was found to negatively influence purchase intention in China. Implications drawn from this study were discussed.

• The Journal of Asian Finance, Economics and Business
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• 제5권3호
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• pp.65-72
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• 2018

The purpose of this paper is to understand the influence of country personality dimensions and product involvement on European consumers purchase and visit intentions, considering the Portuguese context. The increasing economic globalisation has resulted in the reducing of trade barriers between nations and the availability of more foreign products and services across borders. Therefore, the place associations of these products and services might be regarded as a potential competitive differentiator in their respective markets. Despite the proliferation of literature devoted to assessing the effects of country-of-origin, the symbolic dimension of a country's image remains understudied. A questionnaire measuring country personality dimensions, product involvement, and consumer's purchase and visit intention was passed on a sample of 335 European consumers. Country personality indeed matters both positively and negatively. Findings show that while assiduousness positively influences consumer's visit intentions, wickedness has a negative influence on consumer's purchase intentions. Findings also reveal that product involvement has a positive significant influence on consumer's purchase and visit intentions. On developing marketing strategies, international marketers and governmental decision-makers should consider product involvement attributes and specific country personality traits to provide the country's products with a competitive edge, as well as to promote the country as a travelling destination.

• The Journal of Asian Finance, Economics and Business
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• 제9권4호
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• pp.121-129
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• 2022

This study intends to analyze the impact of the country of origin on the intention to ingest COVID-19 vaccinations by measuring Vietnamese people's perceptions of India in the manufacture of COVID-19 vaccines. The research is done using a quantitative method, and primary data was obtained using a conventional manner based on the willingness of the research respondents, who are Vietnamese persons aged 18 and up, to contribute information. The findings revealed that perceived brand association and perceived brand quality directly positively impact the COVID-19 vaccine's consumption intention and willingness. Meanwhile, while the perceived country image component has no direct effect on consumption intention, it does have a positive indirect effect on consumption intention through perceived brand linkage and perceived brand quality. The findings also emphasize the importance and significance of a country's image in brand association and quality perception. The study's findings imply that to increase consumers' willingness to buy India's COVID-19 vaccination, the country should develop communication initiatives to improve consumer perceptions of the country's image, the perceived value of the brand association, and brand quality.

• The Journal of Asian Finance, Economics and Business
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• 제9권1호
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• pp.373-385
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• 2022

Due to the lack of information, medical tourists are regarded to be at high risk. Prior medical tourism research has found that various types of perceived risks have a significant impact on medical tourists' purchase behavior. Even though medical tourism is predicted to increase, there is a lack of behavioral research to explain how perceived risks affect medical tourists' purchase behavior. In the context of Korean medical tourism, this study attempts to evaluate the effects of multi-level (macro, organizational, and personal) factors on medical tourists' perceived risks and purchase intentions. A conceptual model and hypotheses were built and empirically validated to investigate links between multi-level characteristics, perceived risks, and purchasing intentions. The data for this study was collected from Chinese tourists using a questionnaire. The impact of cognitive country image, affective country image, and medical service quality on fundamental risk is confirmed by statistical testing. Surprisingly, expectancy discrepancy risk is influenced only by cognitive country image and information search capabilities. Both fundamental and expectation discrepancy risks lower medical tourists' purchase intentions. The findings of this study show that a multi-level strategy is required to investigate the links between perceived risks and medical tourism purchasing intentions based on macro, organizational, and personal factors.

• 국제지역연구
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• 제13권3호
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• pp.121-144
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• 2009

대체로 소비자들은 어느 국가에서 제조된 제품인가에 관련하여 제각기 다른 국가이미지와 소비형태를 보인다. 소비자 행동의 본질은 제품의 특징에서 나오는 진실보다는 오히려 소비자 마음속에 있는 정신적 이미지인 것이다. 본 연구는 이러한 국가이미지가 실제 소비자들에게 제품을 선택할 때 얼마나 중요한 영향을 끼치는 가를 한국과 미국의 소비자를 대상으로 북미자유협정 체결 후 멕시코제품을 통하여 조사하였다. 연구의 결과는 멕시코산 제품 구입에 대한 한미 소비자들의 태도가 구조방정식 모형 테스트 결과 차이가 있음을 보여준다.

• 동아시아경상학회지
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• 제8권1호
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• pp.71-80
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• 2020

Purpose - The purpose of this paper is to advance the understanding of the relationship between host country image and cultural intelligence (CQ) on the attractiveness of expatriate destinations. Specifically, this study compares the different impacts of CQ on the relationship between host country image and subsidiary attractiveness by comparing a US-based subsidiary and a Vietnam-based one. Research design and methodology - A total of 445 Korean full-time workers responded through an online survey. The survey randomly showed the participants one of two conditions for a potential expatriate location. The participants were asked to answer a series of questions on the organizational attractiveness of the subsidiaries from the perspective of an expatriate candidate and respond to a series of questions on individual CQ. Results - Through a two-way ANOVA test, the results reveal that Korean expatriate candidates perceive that a Vietnam-based subsidiary is a less attractive destination for international assignment when compared to a US-based subsidiary. In addition, the positive moderating effect of cultural intelligence on the relationship between the host location and the subsidiary's attractiveness is stronger when Vietnam, rather than the US, is the assignment location. Conclusions - Drawing upon AUM theory, this study confirmed that unfavorable country image affects subsidiaries' attractiveness for expatriate candidates, due to anxiety. However, this study showed the role of employees' CQ to mitigate these challenges. This study suggests providing information on positive conditions of expatriate locations and building systematic process for enhancing individual CQ for organizations.