Journal of Digital Convergence (디지털융복합연구)

The Society of Digital Policy and Management (한국디지털정책학회)
권호 표지
DOI QR코드

DOI QR Code

The effect of Micro and Macro Country Image on Brand Evaluation -Focus on the effect of brand familiarity and openness-

국가이미지가 브랜드 태도에 미치는 영향에 관한 연구 -브랜드 친숙도와 개방성의 조절효과를 중심으로-

  • Jiang, Jin (Dept. of Business Administration, Chonnam National University) ;
  • Qing, Cheng-Lin (Dept. of Business Administration, Honam University)
  • Received : 2020.01.31
  • Accepted : 2020.04.20
  • Published : 2020.04.28
Download PDF
⟨ Previous Next ⟩

Abstract

This study verified the moderating effect of brand familiarity and openness in the relationship between micro and macro-national image in Chinese market and brand attitude. The research methods used in this study based on previous studies, a research model was established, related research hypotheses were set up, and Chinese consumers were selected as survey subjects to conduct surveys and data collection, and the suitability test and research hypothesis of the model were verified. As a result of this study, Micro and macro-national image had a positive effect on brand attitude, brand familiarity and openness had no moderating effect on micro-national image, and macro-national image had a moderating effect on macro-economic image. The results of this study provide implications for companies in Korea, the United States, and Japan, which have close relations with China in the Chinese market, to utilize various business strategies.

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.

Keywords

References

  1. J. J. Kim, S. H. Ju & Y. Z. Xu. (2014). The Impact of Image and Attitude toward the Ad on Chinese Consumers' Digital Camera Brand Attitude. Journal of Marketing Management Research, 19(2), 45-66.
  2. C. Y. Lee, E. A. Kim & S. I. Ahn. (2013). The Effects of Product Involvement and Country Image on the Consumer's Attitudes towards the Brand. Journal of Brand Design Association of Korea, 11(2), 57-68.
  3. D. J. Li, J. S. Ahn, R. H. Zhou & B. Wu. (2008). A Study on the Impact of Country Image on Purchase Intention of Customers Based on Fishbein's Model of Reasoned Action. Nankai Business Review, 11(5), 40-49. DOI: https://doi.org/10.1007/s11782-009-0030-2
  4. R. D. Schooler. (1965). Product bias in the Central American Common Market. Journal of Marketing Research, 4, 394-397. DOI: https://doi.org/10.1177/002224376500200407
  5. J. S. Ahn. (2005). Multifaceted Country Image and its Impact on Product Evaluation and Brand Attitude: A Case for Chinese Consumers. Journal of International Busidess, 16(2), 63-90.
  6. A. Nagashima. (1977). A comparative made in product image survey among Japanese businessmen. Journal of Marketing, 41(3), 95-100. DOI: 10.2307/1250943
  7. M. K. Seo & C. S. Lee. (2007). A Focus on Path Analysis of U. S and Japanese Brands= A Study on Country and Brand Image of Foreign Automobile Products. International Commerce and Information Review, 9(1), 23-41.
  8. S. H. Kim, S. H. Lee & T. S. Lim. (2014). The Effect of Self-Brand Image Congruity and Functional Congruity on Brand Love, Brand Attitude and Consumers' Responses. Journal of Marketing Studies, 22(4), 1-19.
  9. S. Y. Park & Y. K. Lee. (2006). Brand Personality and Self-Image on Customer Satisfaction, Consumer-Brand Relationship and Brand Loyalty in Korean Culture. The Korean Journal of Advertising, 17(1), 7-24.
  10. H. K. Ahn, J. E. Lee & J. E. Jeon. (2009). The Path Model of Brand Attitude and Brand Attachment. The Korean Journal of Advertising, 20(5), 67-89.
  11. Y. S. Huh & C. J. Choi. (2016). Structural Causal Relationships Among Brand Image, Brand Familiarity, Brand Knowledge, Perceived Risk, Trust and Purchase Intention and Mediating Role of Perceived Risk in Life Insurance Service. Korea Journal of Business Administration, 29(8), 1285-1311.
  12. J. H. Kim & S. H. Kim. (2015). Effects of Brand Familiarity and Relationship Quality on Cross Buying Intentions of Extended Franchise Brand and Moderating Role of Relationship Length. Journal of Channel and Retailing, 20(3), 63-86.
  13. F. R. Baumeister & E. J. Finkel. (2010). Advanced Social Psychology: The State of the Science, New York: Oxford university Press.
  14. J. J. Song. (2018). SPSS/AMOS statistical analysis method, Pa Ju: 21st Century Press.
  15. G. S. Noh. (2019). The proper methods of statistical analysis for dissertation. Seoul: Hanbit Academy. Inc.