• 한국의류산업학회지
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• 제22권2호
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• pp.192-201
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• 2020

This study examined the relationship between Korean male consumers' perceptions of marketing promotion investment such as advertising expenditure and celebrity endorsement are the brand equity elements. It also compared if there were differences on this research model and two groups that selected Korean or foreign country-of-brand-origin in fashion product purchasing. Online survey responses from 414 Korean men in their 20s-30s were analyzed using confirmatory factor analysis (CFA) and structural equation modeling analysis (SEM). Perceptions of advertising expenditures were found to be positively related to brand association in only the group that selected Korean country-of-brand-origin. The results showed a non-significant effect of perceptions for advertising expenditures on perceived product quality in both groups that selected Korean or foreign country-of-brand-origin. The results indicated that celebrity endorsement had a significant effect on brand association for the two male consumer groups. The results also demonstrated that the relationship of celebrity endorsement and perceived quality was significant in only a group that selected Korean country-of-brand-origin. The results also revealed that the effect of brand association and perceived product quality on brand preference was significant in both male consumer groups. This study has useful managerial implications for enhancing the effectiveness of investment in advertising activities.

• 한국의류학회지
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• 제24권5호
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• pp.663-674
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• 2000

The purpose of this study was (1) to examine the preference for apparel brands and country of origin, (2) to evaluate the brand equity for domestic and imported apparels as perceived by Korean and American consumers, and (3) to analyze the effects of country of origin and brand equity on consumers' apparel purchase behavior. The sample included 151 Korean and 114 American consumers. The data were collected from respondents by using the mall-intercept method. In addition, the path analysis based on multiple regression analysis was applied to analyze the data. The major findings in this study were as followings; (1) Both of all Korean and US consumers preferred domestic apparel brands to imported brands but the latter preferred apparels made in home country to the former comparatively, (2) Korean consumers evaluated more favorably the brand equity for imported apparels than that for domestic apparels, but American consumers were quite the reverse, (3) To Korean consumers, the direct variable to influence the purchase intention of apparels was the perceived quality and indirect variables were the brand equity and country of origin. On the other hand, to American consumers, the perceived quality and the brand equity for domestics apparel had directly influence on the purchase intention and the brand equity for imported apparels did indirectly. Finally, implications for managerial and marketing strategies were discussed in regard to building an international apparel brand equity and improving exports with high quality apparels.

• 아태비즈니스연구
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• 제1권2호
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• pp.1-21
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• 2010

A good brand name is very important for the success of a product. A thoughtful brand name can convey information that can influence potential customers in a positive way. Thus marketers often formulate brand names intended to explicitly or implicitly play a role in influencing customer perceptions. One way of doing this is to have a brand name bearing connotations to a foreign country. In general, prior research on country-of-origin effects has not adequately focused on exploring brand name connotation and its effect on product evaluation. This research presents a conceptual framework for determining if/how brand name connotation to a foreign country affects product evaluation. Specifically, this paper reviews relevant literature pertaining to country-of-origin and brand name connotation, discusses a conceptualization, proposes research hypotheses, and outlines procedures for collecting data to evaluate the proposed hypotheses.

• 한국의류학회지
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• 제31권7호
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• pp.1085-1096
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• 2007

Globalization of market has put considerable research activities in cosmopolitism and nationalism. In addition, consumer's perception of product's country of origin is widely regarded as an important influence on their shopping behavior. The objective of this paper is to investigate the joint effect of cosmopolitanism and nationalism on shopping orientation and awareness of the country of origin of fashion products among Korean young consumers. Data from 471 young Korean consumers were analyzed. According to the cosmopolitanism/nationalism measure, respondents were segmented into three groups: global, local and glocal group. Results indicated that global and glocal consumers value symbolic and non-conforming aspects of fashion product shopping and were more interested in country of origin of products than local consumers. Global consumers showed higher level of foreign product preference than local and glocal consumers. Some managerial implication for marketing practitioners was suggested.

• 한국의류학회지
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• 제22권2호
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• pp.215-223
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• 1998

The main purpose of this study was to investigate if and how country-of-origin as product characteristics and attitude toward imported brand and brand familiarity as consumer characteristics have impacts on consumer satisfaction with imported apparel. Disconfirmation paradigm was used as a theoretical framework. 570 consumers who had buying experiences of imported apparel were interviewed in department stores. The results showed that the most influential factor on consumer satisfaction with imported apparel was perceived clothing product performance. Country-of-origin and expectations had little effects. Country-of-origin appeared effective on consumer satisfaction only in the case of European products. Consumers were satisfied less as their expectations level were high, which indicated expectations had contrast effects on clothing satisfaction.

• 아태비즈니스연구
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• 제15권3호
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• pp.67-79
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• 2024

Purpose - A brand's country-of-origin (COO) could influence a behavior of consumers in a country. Nevertheless, there have been few studies of how exporters overcome the barrier of a negative COO effect and what can be a useful strategy for an exporter to alleviate the effect on consumer behavior. Against this background, it is essential to present a factor moderating the effect on consumers' brand awareness. Therefore, suggesting that environmental, social, and governance (ESG) management would be such a factor, we attempted to develop a model showing that the management could moderate the relationship between the COO effects and consumers' recall and evaluation toward a foreign brand. Design/methodology/approach - Using the stakeholder theory, the categorization, and the attribution theory as underlying theories, our study developed an empirically testable model that explains and predicts consumers' behaviors. Findings - We posited that positive ESG information influences consumers' brand recall and evaluation. In addition, we posited that positive ESG information moderates the COO effects on consumers' brand recall. Finally, we posited that positive ESG information moderates the COO effects on consumers' brand evaluation. Research implications or Originality - This manuscript filled a knowledge gap of none of alternative strategy toward COO effects in export marketing and provided implications regarding exporters' branding strategy in a foreign country.

• 유통과학연구
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• 제13권6호
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• pp.45-70
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• 2015

Purpose - This study's purpose is to examine the effects of the country-of-origin antecedents on overall attitudes and the impact of overall attitudes on satisfaction and loyalty. Research design, data, and methodology - This study provides useful insights into international female purchasing behavior in the cosmetic industry in South Korea. This study explores the elements of country-of-origin antecedents, (cultural interest, perception of brand image, perception of fashion, perception of product quality, perception of price, and perception of advertising), on overall attitudes as well as the effect of overall attitudes on satisfaction and loyalty. Results - The results show that the effects of such antecedents are significant. Additionally, the effect of overall attitudes on satisfaction and of satisfaction on loyalty were significant. Conclusions - The findings of this study provide some important practical implications. First, with customer brand awareness growing along with products standards, considering the concepts points of parities and points of differences, the Korean cosmetic industry should try to establish brand associations with natural organic ingredients in its cosmetic items, distinguishing them from the majority of non-Korean brands.

• 한국조리학회지
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• 제22권4호
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• pp.37-50
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• 2016

본 연구는 호텔 조리직원들을 대상으로 음식점 원산지표시에 대해 어느 정도 지식을 가지고 있는지, 그 지식 정도가 조리업무 중 하나인 원산지 표시 업무 수행에 어느 정도 영향을 미치는지를 파악하고자 하였다. 또한, 원산지표시에 대한 교육시간에 따라 지식의 차이 정도를 알아보고자하며, 교육시간이 지식과 수행도 관계에 어떠한 조절효과가 있는지를 파악하는 데 목적이 있다. 본 연구는 서울소재 특급호텔 10곳에 재직 중인 조리직원들을 대상으로 2014년 11월 14일부터 11월 27일까지 14일 동안 총 250부의 자기기입식 설문지를 배포하여 응답이 불성실한 설문지 4부를 제외한 246부(98.4%)를 사용하였다. 수집된 자료를 바탕으로 연구에 필요한 모든 자료의 분석은 SPSS 18.0 통계 프로그램을 활용하여 빈도분석, 신뢰성을 검증, 탐색적 요인분석, 단순회귀분석, t-test, 조절회귀분석을 하였다. 연구결과, 호텔 조리직원들의 음식점 원산지표시에 대한 지식은 업무 수행도에 유의한 정(+)의 영향을 미치며, 교육시간은 1~2시간 받는 그룹의 지식정도가 더 높아, 교육시간에 따라 지식이 차이를 보이고, 지식과 수행도 관계에 교육시간이 조절하는 것으로 조사되었다. 따라서 호텔조리직원들의 음식점 원산지표시 지식을 높이고 수행정도를 높이기 위해서는 교육시간을 늘려 조리직원들이 더 많은 지식을 학습하여 실제 업무에 사용하도록 하여야 할 것이다. 연구의 한계 및 향후 연구방향에 대해 논의 하였다.

• 통상정보연구
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• 제8권4호
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• pp.231-254
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• 2006

This article is intended to investigate how the Japanese consumers have changed the country image on Korea, the evaluation toward products manufactured by Korea and the willingness to buy Korean products through the experience of Korean Wave. So the country image, the evaluation and the willingness were compared between the before and after experiencing Korean Wave The empirical result said that during the span of Korean Wave the country image and the evaluation have improved, but the intentions to purchase Korean products are still not positive in Japan. So an additional analysis was made to find the reason of the unwillingness to buy Korean products. Although they regard Korean products as qualitatively good against price, they seldom know Korean brand, hardly watch korean product's advertisement. Especially the intentions to purchase Korean products in durable goods was lower than in consuming goods.

• 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.