A Study on Country and Brand Image of Foreign Automobile Products - A Focus on Path Analysis of U. S and Japanese Brands -

외국 자동차 제품의 국가이미지와 브랜드이미지에 대한 연구 - 미국과 일본 브랜드의 경로분석을 중심으로 -

This paper research the country image, the brand image, consumers' performances and the brand royalty with the path analysis on foreign automobile brands. Our empirical study testify the reliability analysis, the factor analysis and the path analysis with above variables by SPSS 12.0 and AMOS 4.0. The result of this research is that hypotheses H1, H3, H5 were significantly supported, whereas, hypotheses H2, H4 were rejected in the samples of American automobile. and in the samples of Japanese automobile, it was clearly revealed that hypotheses H2, H3, H4 were significantly supported, whereas, hypotheses H1, H5 were rejected. So, in Korean market, we should focus on the brand image strategy more than the country image to make the brand royalty with American automobile products. whereas, Japanese automobile products, another strategy is recommended.