Journal of the Korean Society of Clothing and Textiles (한국의류학회지)

The Korean Society of Clothing and Textiles (한국의류학회)
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The Impact of Korean Country Image on Brand Identity, Brand Attitude and Purchase Intention -A Case for Chinese Consumers-

한국 국가이미지가 브랜드 아이덴티티 및 브랜드 태도와 구매의도에 미치는 영향 -중국 소비자를 중심으로-

  • Ha, Jane (Dept. of Clothing & Textiles, Konkuk University) ;
  • Hwang, Jin-Sook (Dept. of Clothing & Textiles, Konkuk University)
  • Received : 2014.01.20
  • Accepted : 2014.03.26
  • Published : 2014.04.30
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Abstract

China is the biggest market for the Korean fashion industry. However, China is still difficult in regards to market entry and market success in China despite the geographical proximity. This study investigated the image of Korea and its impact on brand identity, brand attitude and intention to purchase with a focus on Chinese consumers in order to identify the variables of a country's image that affect a consumer's intention to purchase. The results of this survey targeted 214 Chinese consumers who were used for the final analysis. The survey subjects were female consumers in their 20s and 30s, living in metropolitan cities in China. Exploratory factor, reliability and frequency analyses were conducted using SPSS 19.0; in addition, confirmatory factor and path analyses were administered with AMOS 18.0. We identified two general images of Korea (economy and culture), two images of Korean (stylish and friendly) and three Korean fashion-product related images (quality, design and prestige). The results of the structural equation model were as follows. 1) Economy factor exerted significant effect on quality and prestige. 2) Stylish factor exerted a significant effect on all of the Korean fashion product images (quality, design and prestige). Friendly factor exerted positive impact on prestige. 3) All of the Korean fashion product images significantly influenced brand identity. 4) Brand identity exerted a significant effect on brand attitude. Lastly, brand attitude significantly affected intention to purchase.

Keywords

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