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The Effect of Country-of-Brand-Origin Perception on Brand Awareness and Brand Image -Comparison of Korean and Chinese Male Consumers Using Multi-group Analysis-

브랜드 원산지 인식이 브랜드 인지와 이미지에 미치는 영향 -다중집단 분석을 활용한 한국과 중국 남성 소비자 비교-

  • Kim, Tae Youn (Center for Human Ecology Research, Korea University/Dept. of Fashion Business, Yeonsung University) ;
  • Lee, Yoon-Jung (Dept. of Home Economics Education, Korea University)
  • 김태연 (고려대학교 생활과학연구소/연성대학교 패션산업과) ;
  • 이윤정 (고려대학교 사범대학 가정교육과)
  • Received : 2017.02.13
  • Accepted : 2017.04.04
  • Published : 2017.04.30

Abstract

This study examined the relationship between country-of-brand-origin perception and brand equity elements among Korean and Chinese male consumers. It also examined if there were differences between the two national consumers in the effect of country-of-brand-origin on brand evaluation. We analyzed survey responses from 414 Korean men and 393 Chinese men in their 20s-30s. Country-of-brand-origin perception was found positively related to brand awareness and brand image for both Korean and Chinese men in each group that selected domestic or foreign country-of-brand-origin. The results revealed a positive relationship between brand attitude and brand awareness as well as brand image for the two national consumers in each country-of-brand-origin selection group. The results indicated differences in the influence of brand image on brand attitude between these two male consumers in the group that selected the domestic country-of-brand-origin. The results also support the hypothesis on differences in the effect of country-of-brand-origin as well as brand evaluation between male consumers in the group that selected foreign country-of-brand-origin. This study has significant implications for fashion marketers, particularly when building brand equity by revealing country-of-brand-origin.

Keywords

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