• THE INTERNATIONAL COMMERCE & LAW REVIEW
• /
• v.28
• /
• pp.143-167
• /
• 2005

This study suggests the necessity of effort to develop representative brands a unique personality in connection with country image. That is, brand personality adds brand identity to reliability and makes for stronger brand in the international market. It also furnishes the differentiation for guilding effective brand marketing. In summary, it is clear that country image and brand personality are strategic factors which should be considered by world enterprises and government in this era of globalization. In addition, the cross-cultural examination of country of origin effect and brand personality in connection with foreign consumers' selection is worthy of study.

• Journal of Distribution Science
• /
• v.15 no.4
• /
• pp.15-23
• /
• 2017

Purpose - This research aims to determine whether the consumer affinity and ethnocentrism as well as the image of a foreign country (Japanese product as the most popular product in Indonesia) are able to influence behavior related to the perceived risk and willingness to buy foreign products from the affinity country. Research design, data, and methodology - Using survey techniques with 164 respondents, the study uses structural equation model with confirmatory factor analysis (CFA). To ensure the research objective and appropriate respondent, then we select an individual who have interest on Japanese culture & language. The primary and secondary data used in this study. Primary data refers to information collected directly from respondent by questionnaires dissemination while secondary data is provided from well-established literatures. Results - The results show us that the ethnocentrism has dominant affection role compared to affinity in order to influence consumer behavior meanwhile, the product country image has cognition role to evoke consumer desire to consume foreign products. Conclusions - From a theoretical perspective, the study contributes to international marketing literature by refining the conceptualization of the consumer affinity construct and highlighting its multidimensional nature. The consumer affinity research need to enrich in term of the context and the different culture and situation.

• The Journal of Asian Finance, Economics and Business
• /
• v.9 no.1
• /
• pp.409-422
• /
• 2022

The purpose of this paper is to explore how the country-of-origin image mediates the effect of national stereotypes along two dimensions of perceived competence and warmth, on consumers' consumption behaviors, especially in today's environment, the capricious COVID-19 and the deepening and expanding "The Belt and Road" initiative. Research design, data, and methodology: After collecting 1500 primary data from twelve countries along the 21^st - Century Maritime Silk Road, this paper conducts ANOVA and SEM in SPSS25.0 and AMOS 24.0 separately to analyze measurements, structural models, and hypotheses via using 1277 final samples. The mediation results illustrate the asymmetric dominance of the two dimensions of national stereotypes, indicating that the country-of-origin image shows the complementary mediation in the effect of perceived competence on purchase intention; whereas, the country-of-origin image holds the indirect-only mediation in the impact of perceived warmth on purchase intention. The results of the moderation show that the effect of country-of-origin image on purchase intention is more significant for consumers who perceive COVID-19 in China to be of lesser severity than those who believe it to be of higher severity. Based on the paper's results, some implications for practice and theory are highlighted.

• Journal of Fashion Business
• /
• v.20 no.1
• /
• pp.115-126
• /
• 2016

Today the Olympics are considered representative of a culture that symbolizes the country's image and cultural specificity, and important colors act as effective means of Olympics marketing. Each color is unique to the natural environment and cultural heritage is one of the languages of each country, region or community and it symbolizes. Hence, the purpose of this study was to examine the color and to view the color image displayed on Olympic uniforms based on the national color sensibility. After analyzing the color image of the Olympic athletes, including six kinds of uniforms and operational personnel, a cool casual/casual image is created more frequently, followed by a modern, gorgeous, dynamic, elegant/chic, dandy/classic image. The uniform color is consistent with the national image and the theme of the Pyeongchang Olympics is to enhance the country's competitiveness by widely promoting the national image of Korea around the world. Furthermore, it is necessary to provide the empirical basis for creating the 2018 Pyeongchang Winter Olympic uniforms.

• Management & Information Systems Review
• /
• v.31 no.2
• /
• pp.173-197
• /
• 2012

The purpose of this study is to analyse the country image, the country attitude, the medical service attitude and the use intention about international medical service market in china and how these factors are related to one another. Data were collected from 609 chinese consumers who have known international medical service. We found the country image about international medical service institute has direct relation to the country attitude, the medical service attitude and use intention. And the country attitude influences the medical service attitude and use intention. However the medical service attitude of international medical service is not related to use intention. For a successful international medical service business, marketer should recognize that it is important to formulate the policy using the country image as well as the corporation image.

• Journal of Korea Trade
• /
• v.23 no.8
• /
• pp.45-72
• /
• 2019

Purpose - This study examines the mediating effect of switching costs (economic risk costs and setup costs) on the relationships of country image with product attitude and product attachment. Switching-cost effects for the Korean Wave, which are insufficiently addressed in the literature, were investigated using the country image of Korea as a proxy for the Korean Wave. Moreover, this study examined the economic effects of the Korean Wave and the negative effect of the Terminal High Altitude Area Defense (THAAD) deployment on these economic effects. Design/methodology - A total of 302 Chinese consumers were surveyed using a questionnaire. Because this was an exploratory study and was not based on a classical model, the PLS-SEM method was employed to test the stability of the model and its hypotheses. Findings - Switching costs had mediating effects on the relationships of country image with product attitude and product attachment. The switching-cost effects for the Korean Wave were verified. However, neither the economic image nor cultural image of Korea had significant effects on the economic risk costs. Moreover, the economic image of Korea had no significant effect on the set-up costs. Originality/value - This study broadened the understanding of the relationships among country image, switching costs, product attitude, and product attachment and advanced the knowledge of relevant theories. The results contribute theoretically to the literature on switching-cost effects for the Korean Wave. The results confirmed the negative effect of THAAD deployment on the economic effects of the Korean Wave. In the rapidly developing international environment, these research results could serve as theoretical reference guidelines for suppliers when developing marketing strategies.

• Asia-Pacific Journal of Business
• /
• v.7 no.1
• /
• pp.59-69
• /
• 2016

An extensive body of research on the effects of country-of-origin has emerged in the international marketing and business literature streams. Nonetheless, extant studies do not satisfactorily demonstrate whether and how a foreign firm's choice of market entry mode influences consumers' purchase intentions of its product in country-related affect contexts. Using a survey and an experimental design, we aimed to provide evidence of the effects of the choice on consumers' evaluation and attitude of its product in an animosity context and in a national image context. Through the survey, we collected data regarding consumer animosity, national image, product evaluation, and product attitude from 185 university students and tested the hypotheses that consumer animosity and national image have effects on foreign product evaluation and attitude. The results of the survey research show that personal animosity has a negative effect on consumers' evaluation of foreign products and that a country's image regarding economics has positive effects on consumers' attitude toward foreign products as well as consumers' evaluation of foreign products. In the experimental design, we divided subjects into four groups and exposed them to several descriptions of hypothetical purchase situations. Conducting a 2 (market entry modes)${\times}2$ (country-of-origin) ANOVA, we tested the hypothesis that a market entry mode influences foreign product evaluation and attitude. The results of the experimental study reveal that in a high country-related product association (Germany), market entry modes have insignificant effects on foreign product evaluation and attitude. In addition, in a low country-related product association (China), international partnership has more positive effects on foreign product evaluation and attitude than does exporting.

• Journal of the Korean Society of Clothing and Textiles
• /
• v.41 no.2
• /
• pp.362-377
• /
• 2017

This study examined the relationship between country-of-brand-origin perception and brand equity elements among Korean and Chinese male consumers. It also examined if there were differences between the two national consumers in the effect of country-of-brand-origin on brand evaluation. We analyzed survey responses from 414 Korean men and 393 Chinese men in their 20s-30s. Country-of-brand-origin perception was found positively related to brand awareness and brand image for both Korean and Chinese men in each group that selected domestic or foreign country-of-brand-origin. The results revealed a positive relationship between brand attitude and brand awareness as well as brand image for the two national consumers in each country-of-brand-origin selection group. The results indicated differences in the influence of brand image on brand attitude between these two male consumers in the group that selected the domestic country-of-brand-origin. The results also support the hypothesis on differences in the effect of country-of-brand-origin as well as brand evaluation between male consumers in the group that selected foreign country-of-brand-origin. This study has significant implications for fashion marketers, particularly when building brand equity by revealing country-of-brand-origin.

• International Commerce and Information Review
• /
• v.16 no.5
• /
• pp.117-149
• /
• 2014

The purpose of this study is to apply the concepts discussed in the previous studies on the China's country image and its impact to the Korean market, to provide basic information about the characteristics of the Korean market for Chinese companies to enter the Korean market, and to provide suggestions related to the country image for Korean companies when they want to enter foreign markets. For this purpose, a survey of 265 college students and workers in Seoul was analyzed using SPSS 2.0 and AMOS 21. The results are as follows. First, the dimensions of China's country image were found to be composed of five factors: fundamental image, socioeconomic image, prestige image, relationships image, and affective image. Second, among the dimensions of China's country image, fundamental image, socioeconomic image, and affective image had a positive effect on product image, and prestige image had a negative effect. Third, affective image was found to have influence on the attitude towards the product. Fourth, China's overall product images appeared to influence consumer attitudes. Fifth, the consumer attitudes to Chinese products appeared to affect the purchase intention. Sixth, for the consumer group whose own consumer ethnocentrism is low, compared to high, images of Chinese products showed a more positive impact on consumer attitudes. In the conclusion, we discussed the implications derived from the empirical results and suggested for future research.

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