Proceedings of the Korean Society of Computer Information Conference (한국컴퓨터정보학회:학술대회논문집)
- 2023.07a
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- Pages.709-710
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- 2023
The Impact of Brand Internationalization Image and Country of Origin Brand Image on Consumer Behavior
브랜드 글로벌화 이미지와 원산지국가 브랜드 이미지가 소비자 행위에 미친 영향
- Jin-Yan Tian (Graduate School, Kyonggi University) ;
- Zi-Yang Liu (Graduate School, Kyonggi University) ;
- Cong-Ying Sun (Graduate School, Kyonggi University)
- Published : 2023.07.12
Abstract
Consumer attitudes and behaviors towards brands are not only related to the perception of corporate brand image but also to factors such as the image of the country of origin, the characteristics of the host country, and consumer individual traits. This article focuses on Chinese multinational companies and aims to study the impact of brand international image and country-of-origin brand image on consumer behavior. A model is constructed with brand international image and country-of-origin brand image as antecedent variables, host country characteristics and consumer traits as moderators, and consumer behavior as the outcome. This study employs a questionnaire survey method targeting foreign residents living in China as participants. The research findings reveal that during the internationalization process, both brand international image and country-of-origin brand image have a significant positive impact on consumer behavior, while host country characteristics and consumer traits play a moderating role. The conclusions of this research enrich the theoretical understanding of brand internationalization and explore the influencing factors of consumer behavior, providing a basis for decision-making for multinational company executives.
Keywords
- brand internationalization image;
- country-of-origin brand image;
- consumer traits;
- host country characteristics;
- consumer behavior