• 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.

• 한국식생활문화학회지
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• 제23권6호
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• pp.720-728
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• 2008

The objective of this article is to examine Korean consumers' perception level of the country-of-origin of brand (COB) of global restaurant franchises. Although global brands have rushed onto the Korean food service market since 1980, there has been little or no research conducted regarding consumers' perception of COB of global restaurant franchises. In this study, we surveyed consumers to determine their perception of COB for 27 foreign global restaurant brands; specifically, we attempted to determine whether or not Korean consumers could correctly recognize the COB of each brand. The results of this research revealed that Korean consumers correctly perceived the COB of certain restaurant brands, and incorrectly perceived some other brands. For instance, Korean consumers' perception level of the COB of McDonald's and KFC were quite high, and conversely their perceptions of the COB of Outback Steakhouse and Pohoa were relatively low. When consumers select a restaurant brand, COB image was shown to be more influential than brand image.

• Human Ecology Research
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• 제55권5호
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• pp.507-526
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• 2017

To infer the true state of a regional product's attributes, consumers use the image they have of the product's region of origin; however, products may have multiple countries of origin in their design, branding, sourcing and manufacturing becuase more products are increasingly a result of multi-firm and multi-country efforts. We examined how the country-of-origin image (country image and product image) affect international consumers' perceived value (function value and symbolic value) and purchase intentions of made-in China goods by extending and deepening the flexible model. Second, to investigate the differences of COO effects according to different types of country-of-origin we divided the traditional country-of-origin into two components: country-of-manufacture (COM) and country-of-brand (COB). We then explore how the impact of China's country image on consumers' perceived value and purchase intentions varies when China is the COM or COB of the same product. Six hypotheses were proposed to test our anticipations. We recruited 800 Korean adult consumers who previously purchased made-in China products to participate in the online investigation. Data analyses were conducted with confirmatory factor analysis and structural equation modeling using SPSS and AMOS. The main results are discussed as follows. First, the effects of China's COO image on Korean consumers' perceived value and purchase intentions vary when China is the COM or COB of a product. Second, a positive effect of the function value and symbolic value on the purchase intentions was found. Literature and practical implications of findings are discussed and suggested in the conclusion.

• International Journal of Internet, Broadcasting and Communication
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• 제15권4호
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• pp.279-293
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• 2023

This study investigates network effects to measure how strongly the early adopters affect the brand choice of the potential consumer. By using the Gumbel-Hougaard (GH) copula, this study checks the magnitude of network effects varied from country to country. To consider consumer heterogeneity and network effects in the growth market, this study proposes the multi-brand Gamma/Shifted-Gompertz (m-G/SG) model based on the GH copula. Out of eighteen Western European cellular phone market data and South Korea smartphone data sets, the m-G/SG model provides an improvement in the estimation accuracy over the Libai, Muller, and Peres model. The results show that network effects enhance (i) the polarization of brand choice probabilities as time elapses; (ii) the dominance of the more preferred and the earlier entered brand; and (iii) the deceleration of category-level diffusion. Potential followers can analyze their relationship with earlier entrants through the m-G/SG model and also establish an optimal market entry strategy.

• CRM연구
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• 제3권1호
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• pp.1-17
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• 2010

본 연구는 스폰서쉽을 통한 광고 집행시 고려해야 할 브랜드 자산의 요소들을 살펴보고, 이를 통한 광고효과 증대방안을 찾고자 시작하게 되었다. 먼저 스폰서쉽에 대해 살펴보았고, 브랜드 원산지와, 브랜드 친숙성, 소비자 자민족 중심주의를 중심으로 효과적인 스폰서쉽을 위한 방법을 찾고자 하였다. 연구의 결과를 살펴보면, 첫째, 소비자들은 스폰서쉽을 제공하는 브랜드의 원산지에 대한 태도가 우호적일 수록, 그 브랜드의 스폰서쉽 광고에 대한 태도도 우호적인 것으로 나타났다. 즉, 브랜드 원산지에 대한 태도에 따라서 스폰서쉽에 대해 우호적인 태도를 보일 수도 있고 부정적인 태도를 보일 수도 있는 것이다. 하지만, 국내 스포츠에 외국 브랜드가 스폰서쉽을 제공하는 것 그 자체에 대해서는 우리에게 이득이 된다고 판단하여 대체로 긍정적인 반응을 보이는 것으로 나타났다. 둘째, 소비자의 브랜드 원산지에 대한 친숙도가 높을수록 소비자의 스폰서쉽 광고태도는 우호적으로 나타났다. 즉, 소비자에게 별로 친숙하지 않은 국가의 브랜드가 스폰서쉽을 제공하는 것 보다는 브랜드 원산지에 대해 친숙성이 확보된 후에 스폰서쉽을 제공해야 더욱 효과를 볼 수 있다는 것이다. 셋째, 소비자 자민족 중심주의 연구는 효과가 거의 없는 것으로 나타났다. 이는 자민족 중심주의가 높은 사람이나 낮은 사람간의 스폰서쉽 광고에 대한 태도에는 거의 차이가 없다는 것이다.

• 국제지역연구
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• 제13권2호
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• pp.475-504
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• 2009

본 연구는 한국의 소비자들과 수입명품과의 실증관계를 분석하는 것으로 소비자가 구매하려고 하는 수입명품에 대한 원산지 이미지, 브랜드 이미지, 객관적인 제품 특성, 주관적인 소비자 특성 등의 속성(Product Attributes)이 소비자 제품구매의도와 제품선호도에 왜, 어떻게, 얼마나 영향을 실증적으로 미치는가를 계량적으로 분석하는 데에 있다고 할 수 있다. 이를 위한 세부적인 연구방향 다음과 같다. 첫째, 원산지 이미지와 브랜드 이미지가 수입명품의 선호도에 미치는 각각의 영향을 파악한다. 둘째, 소비자가 수입명품을 선택할 때, 구매리스크가 다른 제품특성이 소비자의 제품선호도에 영향을 미치는 원산지효과의 차이를 분석한다. 셋째, 제품선호도에 영향을 미치는 원산지 이미지와 브랜드 이미지의 중요도를 상호 비교함으로써 제품특성이 다른 제품 간의 차이를 규명한다. 넷째, 한국소비자의 구매태도를 분석하여 상호 비교함으로써 연구결과의 보편성을 조사하고 입증하는데 초점을 맞춘다. 분석에 사용된 실증분석방법은 구조방정식모델링이며 통계프로그램으로 Lisrel 7.0을 활용하였다.

• 유통과학연구
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• 제16권10호
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• pp.47-54
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• 2018

Purpose - The main purpose of the study is to investigate the antecedents of repurchase intention on foreign brand products by Chinese and Indian millennial customers. In addition to this, this study also examines mediating effect of 'CSR' on the relationship between the antecedents and repurchase intention. Research design, data, and methodology - Responses from 202 Chinese university students and 209 Indian university students were finally analyzed. To test the proposed relationships, path analyses, mediation analyses and multi-group analysis were conducted. Results - In China, only brand image had positive effects on repurchase intention. CSR played mediating role between manufacturer's country image and repurchase intention. In India, comparatively, economic factor, manufacturer's country image and brand image had positive effects on repurchase intention. CSR played mediating role between all four antecedents and repurchase intention. Conclusion - This study showed different results of repurchase intentions of Millennial consumers in China and India because cultural and political systems of two countries were so different. So foreign firms should apply customized and differentiated marketing strategies to each country.

• International Journal of Costume and Fashion
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• 제12권2호
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• pp.67-82
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• 2012

21st century is the Age of Culture, and a period that is represented by symbolism and imagery. This is no exception for the countries that want to enhance their image in the international community. In order for a country to improve its brand, it has to select a representative emblem, symbols and cultural items. The usual suspects for this are its name, flag, and anthem. Each of these items can elicit different types of symbolism. It can also be used to differentiate the country from others; however, these are not the only sources of symbolism at the country's disposal. Other popular tools include cultural heritage, both tangible and intangible, climate, natural environment, and its national character. A country can use these items to associate itself with certain images. The purpose of this study is to find an objective way to effectively boost Korea's brand. This will be done by comparing and contrasting the ways countries including Korea have used their national emblems to enhance their image. Data from each of the countries were collected and analyzed. The results of this study will become empirical evidence in researches aimed to develop fashion designs that use Korea's national emblem as its motif in order to improve its national brand Countries that were used for this research were United States, United Kingdom, Japan, France and Korea, and they were chosen because their national brand rated highly. The items selected for the analysis were scarves and neckties. This was because, compared to other fashion items, it was easier to sort out scarves and neckties that used motifs of national emblems as well as these two items having the highest usage rate of this type of motif. Group of experts looked through a combined total of 370 scarves and ties and they analyzed the following factors in the design: type of motifs, frequency, use of color, methods of expression and images.

• 디지털융복합연구
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• 제18권4호
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• pp.75-80
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• 2020

본 연구는 중국시장에서 미시 및 거시적 국가이미지가 브랜드태도에 영향을 미치는 영향관계에서 브랜드친숙도, 개방성의 조절효과를 검증하였다. 이를 위해 기존 문헌에 대한 고찰을 바탕으로 거시적 국가이미지의 하위 요인을 경제적 이미지로 사용하였다. 본 연구에서 사용된 연구 방법은 주로 선행 문헌 연구 방법과 실증 연구 방법을 포함하며, 선행연구 이론들을 바탕으로 연구 모형을 수립하고 관련 연구 가설을 설정하는 동시에 중국소비자를 설문 대상으로 선정하여 설문 조사 및 데이터 수집을 실시하고 모형의 적합성 테스트 및 연구 가설에 대해 검증하였다. 본 연구의 결과, 미시적 및 거시적 국가이미지는 브랜드 태도에 정(+)의 영향을 미치고 브랜드 친숙도와 개방성은 미시적 국가이미지에는 조절효과 없는 것으로 분석되었고 거시적 국가이미지(경제이미지)에는 조절효과가 있는 것으로 분석되었다. 본 연구의 결과는 중국시장에서 중국과 밀접한 관계를 맺고 있는 한국, 미국, 일본기업들의 다양한 비즈니스 전략을 활용하는데 시사점을 제공하고 있다.

• 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.