• Title/Summary/Keyword: Country-of-brand-origin

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An Empirical Study of effect how COO Factors impact on COO Performance in accordance with Origin Images (원산지 이미지에 따라 원산지 요인들이 원산지제도 성과에 미치는 영향에 관한 연구)

  • Kim, Chang-Bong;Hyun, Hwa-Jung
    • Korea Trade Review
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    • v.41 no.4
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    • pp.131-155
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    • 2016
  • Recently, the global trade environment has been composed of transactions in trade through integration of the global supply chain network. As FTAs are being signed between countries, the country of origin (COO) system on products has become an important issue. Companies are procuring raw materials through global sourcing and supplying to the retail markets. This research deducted major factors regarding the verification and utilization of the COO system through research on domestic and international literatures, and verified the mediating effects on the verification and utilization elements of the country image and the brand image of COO on the performance of the COO system through empirical study. For the purpose of this research, we conducted a survey implementing the COO system and analyzed the 152 data collected. The results of this research is as follows: First, the external verification level of the COO system has an impact on the performance of the COO system, and a mediating effect on the country image and the brand image of the COO. Second, the management capability of the COO has an impact on the performance of the COO system, and a mediating effect on the brand image of the COO. A research comparing and analyzing the difference in establishment of the verification system of the COO depending on the size of a corporation is necessary.

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The Impact of Consumer Ethnocentrism on Purchase Intention: An Empirical Study from Vietnam

  • NGUYEN, Thanh Ngoc Dan;DANG, Phuong Nhu;TRAN, Phu Hoang;NGUYEN, Trang Thi Thuy
    • The Journal of Asian Finance, Economics and Business
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    • v.9 no.2
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    • pp.427-436
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    • 2022
  • Ethnocentrism in users plays an important role in predicting user behavior when deciding between imported and domestic goods. The purpose of this study is to look into the influence of ethnocentrism in customer behavior on brand image, perceived value, perceived quality, brand trust, and brand buy intention. Vietnamese customers prefer homegrown brands. The moderate role of consumer ethnocentrism in the conceptual framework emphasizes the country origin of the product is the most important factor. It also demonstrates how the intention of Vietnamese consumers to buy domestic brands is substantially influenced. To test the hypothesis, this article used a quantitative technique utilizing PLS-SEM software. With 917 samples, the study used the quota sampling approach to collect data from students at 10 universities in Ho Chi Minh City. The data suggest that all players have a positive association and that consumer ethnocentrism has a moderate impact in the Vietnamese brand context. Following that, suggestions are made to help Vietnamese firms create and retain their brands in the face of severe competition from global brands in the domestic market. To increase consumer intent in purchasing behavior, the Vietnamese local company needs to establish a strong brand.

Analysis of the Importance-Satisfaction of the Grape Selection Attributes by Grape Consumption Level (포도소비수준에 따른 포도선택속성 중요도-만족도 분석)

  • Choi, Seung Gyun;Kim, Tae Young;Kim, Soo Min;Paik, Jin Kyoung;Choi, Hee Ryong;Kim, Tae In;Hong, Wan Soo
    • Journal of the Korean Society of Food Culture
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    • v.34 no.5
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    • pp.595-603
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    • 2019
  • This paper provides data for product development and improvement of grape varieties by analyzing the satisfaction-importance of the grape selection attributes from a consumer's perspective. A survey was conducted on consumers aged 19-59 living in Seoul, Gyeonggi and Incheon on their fruit consumption level, preferences according to the grape quality characteristics, importance, and satisfaction with the grape selection attributes. Three hundred and eighty two valid samples were collected and analyzed statistically using SPSS 23. In the preference according to the grape quality characteristics, consumers tended to prefer a sweet taste, black color, and seedless grapes. Regarding the importance of the grape selection attributes according to the level of grape consumption, the high consumption group considers texture, size, shape, color, ease of removing seeds, country of origin, area of production, certification, and brand to be more important. In satisfaction, the high consumption group rated satisfaction highly in texture, odor, size, shape, color, ease of removing peelings, ease of removing seeds, price, country of origin, area of production, certification, and brand. An analysis of the IPA of the grape selection attributes showed that improvement of price and shape attributes will be prioritized, and the development and management of properties, such as seeds, peelings, certification, and brand will be required. These results can be used to help improve the grape varieties and develop products that meet the consumer needs, secure the competitiveness of grape farmers, and revitalize the local economy.

A Comparative Study on the influences of COO image and Brand Association Knowledge to customer's buying intention between Korea and China - Focused on the moderating effect of Consumers' ethnocentrism - (한.중 소비자의 브랜드 원산지이미지와 브랜드 연상지식이 구매의도에 미치는 영향관계에 관한 비교연구 - 소비자 자민족중심주의성향 정도에 따른 상호조절효과 중심으로 -)

  • Park, Sung-Young;Na, Woon-Bong
    • CRM연구
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    • v.3 no.2
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    • pp.69-88
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    • 2010
  • This comparative study conducted to examine the differences between Korean and Chinese consumers. The specific goals of the study were as follows; First, It was to investigate the influences of COO(Country of Origin) image on the customer…s buying intention through the brand association knowledge. It is also aimed at analyzing the moderating effects of consumer's ethnocentrism on the influence of brand association knowledge on the buying intention. To test the hypotheses, 117 questionnaires were collected from university students in Korea and 119 questionnaires did from China and put to the test with SPSS 17.0 and AMOS 7.0. The results indicated the followings: For consumers in both countries, the COO image had not influences on the buying intention. For Korean consumers the COO image had positive impacts on the brand association knowledge, which in turn had positive impacts on the buying intention. For Chinese consumer, COO image did not have influences on the brand association knowledge, but the brand association knowledge had positive impact on the buying intention. In addition, the consumer's ethnocentrism had moderating effects on the influences of the brand association knowledge on the buying intention.

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Korean consumers' attitudes towards organic labels and country-of-origin of organic foods

  • Lee, Hye-Kyoung;Cho, Young-Sang
    • Journal of Distribution Science
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    • v.9 no.1
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    • pp.49-59
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    • 2011
  • Although the South Korean organic food market is in the infancy compared to other industrialized countries, Korean consumers'interest in organic food and retail stores devoting space to organic products have been rapidly increasing. Despite the fact of organic food popularity, the term "organic" is interpreted differently by individuals. As opposed to the US, Japan and the EU where have operated an integrated organic food labelling system, Korea has adopted complex organic labelling systems regulated by several different government bodies. As a result, complicated food labelling standards make consumers confused when purchasing organic foods. Furthermore, in terms of country of origin (COO), it is argued by a lot of researchers that COO effects vary from product to product and from country to country; moreover, other informational cues such as brand and price can influence COO effects. In modern society, COO labelling has been complicated, due to the sourcing, manufacturing and market locations of merchandise spread over the world. Accordingly, the evaluation of COO effects has become complex. In order to examine these issues, a quantitative research was selected to classify the commonfeatures of organic food consumers and construct statistics such as the extent to which people are aware of organic food and COO labellingvia a questionnaire which took place in two cities in Korea with a cluster sample of 161 organic food purchasers. As for the data analysis, one-way analysis of variance (ANOVA), T-tests, bivariate crosstatulations with Cramer's V were conducted,depending on the characteristics of variables and the assumptions the research data need to fit. It has been concluded that in general, Korean organic consumers comprehend the term "organic"in a closer way to the general concept rather than technical term, thus people do not appreciate environmentally labels which include organic food labels, although marital status influence the degree of label awareness, regardless of gender, age, education level and so on. Regarding COO effects on organic food, home organic products were Korean consumers'first choice over those from industrialized countries and developing nations. Specifically, in processed organic product category, domestically cultivated and processed organic products were absolutely preferred to leading national brands produced with imported ingredients and international brands. However, due to a lack of checks of ingredients' COO, consumers tend to purchase a leading national organic food brand, believing that it is a pure organic food sourced domestically. As a consequence, this research has suggested some important managerial implications and future research directions. In order to prevent consumer confusion when buying organic foods, it should be noted that consumers do not comprehend the organic food certifications, due to complicated labelling systems for organic produce and processed organic foods. Therefore, government bodies related to organic food distribution have to know consumers' perception of organic food labels and the significance of customer-oriented labels and reestablish labelling standards. Similarly, public advertising should be followed to raise public awareness of the labelling to enable customers to have the correct information. In addition, not only international marketers but also domestic marketers need to understand COO images and also the influence COO of ingredients has on the image of an organic product.

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The Brand Name Effect of Consumer's Evaluation on Intrinsic Attributes :A Case Study of Clothing Market

  • Bae, Mi-Kyeong;Lee, Seung-Sin;Park, Sun-Young
    • International Journal of Human Ecology
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    • v.4 no.1
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    • pp.45-54
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    • 2003
  • The purpose of this study was primarily to examine various variables influencing consumer purchasing behavior on perceived product quality, value toward product including brand loyalty, price, consumer's willingness to pay for the product, and their expenditure patterns in Korean apparel market. Factor analysis was used to evaluate the credibility of dependent variables, and T-test was used to compare the effect of brand label, country of origin, brand effect between Korean and U.S, and jacket price and quality on consumer characteristics. Discriminated analysis was used to find the effective variables influencing the two reference group differences when they evaluated Korean and U.S. labeled and non-labeled apparel products. Multiple Regression analysis was used to examine the effects of consumer characteristics on perceived quality, perceived value, perceived price, and their willingness to buy. The results of this study also provides useful information of consumer purchasing behavior on U.S. branded apparel which may or already launched the Korean fashion merchandizing market.

Typology Study on Brand and National Image: Focus on Q-methodology Application (국가 이미지와 브랜드에 관한 유형화 연구: Q방법론 적용을 중심으로)

  • Lee, Jei-Young;Choi, Young-Keun
    • 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.

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A Study of Korean Agri-Food Brand Identities for Expanding Exports to China (중국 수출확대를 위한 한국 농식품 브랜드 아이덴티티 정립)

  • An, Wook-Hyun;Cho, Woo-Chul;Kim, Chang-Hwan
    • Journal of Distribution Science
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    • v.12 no.2
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    • pp.7-16
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    • 2014
  • Purpose - The purpose of this study is to target Chinese consumers of Korean agri-food through the analysis of agri-food brand identity images to set future directions for proposed agri-food exports to China. Since negotiations began for a free trade agreement (FTA) between Korea and China, some Koreans have worried about the Korean agriculture sector. The world trading system has undergone many changes in recent years. Since the start of FTA negotiations on agriculture, China and Korea have faced a heightened sense of crisis. China is trying to export agricultural products so actively that its agricultural exports could increase by more than 7% annually. China exported about one-tenth of its agricultural products to Korea in the period 2002-2010. Recently, the importance of brand identity has tended to increase, as the world becomes one unified market. In this situation, we should try to promote agri-food exports to China. It is very important to understand consumers' recognition of Korean food and the image of the Korean agri-food industry, to establish an export strategy. Research design, data, and methodology - This study targeted 2,800 adult men and women aged 25-59 years living in four major cities in China (Beijing, Shanghai, Guangzhou, and Qingdao) with a household income within the top 10% level in the China, using the one-to-one interview survey method. In addition, four groups by region (eight people per group) for a total of 32 groups were surveyed by using the focus group interview (FGI) research method, and impressions of imported agri-food were surveyed using 17 questions about fresh agri-food and 22 questions on processed agri-food. Factor analysis, brand positioning, biplot analysis, and so on, were carried out based on the results of these surveys. This research presents the brand identity of Korean food; according to the analyses, the brand identity is based on trust, safety, and attractiveness. Result - Factor analysis results showed that Chinese consumers expect four major qualities in imported fresh agri-food: freshness/safety, attractive appearance, premium branding, and excellent taste/quality. In the case of processed agri-food, it turned out that Chinese consumers are focused on safety/hygiene/freshness, health, and taste. In addition, in the fresh agri-food analysis by country, American foods had the upper hand; the image of American foods was also recognized as the most positive for processed agri-food. Meanwhile, according to the biplot analysis, Korean agri-food is strongly preferred for its appearance, but no country is strongly preferred as regards the level of freshness/safety that is expected by Chinese consumers. Conclusions - In this study, we analyzed the image of imported agri-food expected by Chinese consumers by reconstructing agri-food characteristics from the brand perspective. The research result shows that a Korean brand identity must be the ultimate goal for activities undertaken to enhance the image of Korean agri-food in the future. Additional research is needed because brand image can be formed through various channels.

Empirical Study on the Impact of China Mobile Phone Market Origin Image on Consumers' Purchasing Intention (중국 휴대폰 시장에서 원산지 이미지가 소비자의 구매 의도에 미치는 영향에 관한 실증 연구)

  • Gao, Ze;Sim, Jae-yeon;Liao, Xuan
    • Journal of the Korea Convergence Society
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    • v.10 no.11
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    • pp.101-109
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    • 2019
  • With the rapid development of China's economy, the consumption concept of Chinese consumers has changed, and the purchase intention of consumers is also affected by the origin of the brand. The purpose of this study is to help local enterprises gain more competitive advantages in international marketing activities by improving the image of the country of origin. Based on the theory of clue utilization, this paper constructs a theoretical model of the effect of the image of origin on consumers' purchase intention and puts forward the basic hypothesis. The data were collected, analyzed and processed through questionnaire survey and spss23.0. The results showed that: the image of the place of origin and the perceived value had a significant impact on the purchase intention. The image of origin has significant influence on perceived value. Finally, combined with the empirical research results, relevant marketing strategies and Suggestions are provided for local enterprises. At the same time, it also provides some reference for other countries to sell in China.

Surrogate Internet Shopping Malls: The Effects of Consumers' Perceived Risk and Product Evaluations on Country-of-Buying-Origin Image (망상대구점(网上代购店): 소비자감지풍험화산품평개대원산국형상적영향(消费者感知风险和产品评价对原产国形象的影响))

  • Lee, Hyun-Joung;Shin, So-Hyoun;Kim, Sang-Uk
    • Journal of Global Scholars of Marketing Science
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    • v.20 no.2
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    • pp.208-218
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    • 2010
  • Internet has grown fast and become one of the most important retail channels now. Various types of Internet retailers, hereafter etailers, have been introduced so far and as one type of Internet shopping mall, 'surrogate Internet shopping mall' has been prosperous and attracting consumers in the domestic market. Surrogate Internet shopping mall is a unique type of etailer that globally purchases well-known brand goods that are not imported in the market, completes delivery in the favor of individual buyers, and collects fees for these specific services. The consumers, who are usually interested in purchasing high-end and unique but not eligible brands, have difficulties to purchase these items overseas directly from the retailers or brands in other countries due to worries of payment failure and no address available for their usually domestic only delivery. In Korea, both numbers of surrogate Internet shopping malls and the magnitude of sales have been growing rapidly up to more than 430 active malls and 500 billion Korean won in 2008 since the population of consumers who want this agent shopping service is also expending. This etail business concept is originated from 'surrogate-mediated purchase' and this type of shopping agent has existed in many different forms and also in wide ranges of context level for quite a long time. As marketers face their individual buyers' representatives instead of a direct contact with them in many occasions, the impact of surrogate shoppers on consumer's decision making has been enormously important and many scholars have explored various range of agent's impact on consumer's purchase decisions in marketing and psychology field. However, not much rigorous research in the Internet commerce has been conveyed yet. Moreover, since as one of the shopping agent surrogate Internet shopping malls specifically connect overseas brands or retailers to domestic consumers, one specific character of the mall's, image of surrogate buying country, where surrogate purchases are conducted in, may play an important role to form consumers' attitude and purchase intention toward products. Furthermore it also possibly affects various dimensions of perceived risk in consumer's information processing. However, though tremendous researches have been carried exploring the effects of diverse dimensions of country of origin, related studies in Internet context has been rarely executed. There have been some studies that prove the positive impact of country of origin on consumer's evaluations as one of information clues in product manufacture descriptions, yet studies detecting the relationship between country image of surrogate buying origin and product evaluations rarely undertaken regarding this specific mall type. Thus, the authors have found it well-worth investigating in this specific retail channel and explored systematic relationships among focal constructs and elaborated their different paths. The authors have proven that country image of surrogate buying origin in the mall, where surrogate malls purchase products in and brings them from for buyers, not only has a positive effect on consumers' product evaluations including attitude and purchase intention but also has a negative effect on all three dimensions of perceived risk: product-related risk, shipping-related risk, and post-purchase risk. Specifically among all the perceived risk, product-related risk which is arisen from high uncertainty of product performance is most affected (${\beta}$= -.30) by negative country image of surrogate buying origin, and also shipping-related risk (${\beta}$= -.18) and post-purchase risk (${\beta}$= -.15) get influenced in order. Its direct effects on product attitude (${\beta}$= .10) and purchase intention (${\beta}$= .14) are also secured. Each of perceived risk dimension is proven to have a negative effect on purchase intention through product attitude as a mediator (${\beta}$= -.57: product-related risk ${\rightarrow}$ product attitude; ${\beta}$= -.24: shipping-related risk ${\rightarrow}$ product attitude; ${\beta}$= -.44: post-purchase risk ${\rightarrow}$ product attitude) as well. From the additional analysis, the paths of consumers' information processing are shown to be different based on their levels of product knowledge. While novice consumers with low level of knowledge consider only perceived risk important, expert consumers with high level of knowledge take both the country image, where surrogate services are conducted in, and perceived risk seriously to build their attitudes and formulate decisions toward products more delicately and systematically, which is in line with previous studies. This study suggests several pieces of academic and practical advice. Precisely, country image of surrogate buying origin does affect on consumer's risk perceptions and behavioral consequences. Therefore a careful selection of surrogate buying origin is recommended. Furthermore, reducing consumers' risk level is required to blossom this new type of retail business whether its consumer are novices or experts. Additionally, since consumer take different paths of elaborating information based on their knowledge levels, sophisticated marketing approaches to each group of consumers are required. For novice buyers strong devices for risk mitigation are needed to induce them to form better attitudes and for experts selections of better and advanced countries as surrogate buying origins are advised while endorsement strategy for the site might work as a reliable information clue to all consumers to mitigate the barriers to purchase goods online. The authors have also explained that the study suffers from some limitations, including generalizability. In future studies, tests of and comparisons among different types of etailers with relevant constructs are recommended to broaden the findings.