Korea Trade Review (무역학회지)

Korea Trade Research Association (한국무역학회)
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A Comparative Study on Country of Origin Discrepancy and Brand Authenticity

원산지정보 불일치와 브랜드 진정성에 관한 비교연구

  • Inwon Kang (Department of International Business & Trade, Kyung Hee University) ;
  • Shanshan Liang (Department of International Business & Trade, Kyung Hee University)
  • Received : 2022.07.30
  • Accepted : 2022.08.29
  • Published : 2022.08.30
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Abstract

Most companies are achieving economic benefits by producing products in the form of bi-national products, but there are also negative consequences such as reduced brand power, so strategic bi-national product planning and branding is essential. In order to actively reflect these practical needs, this study conducted a comprehensive and easy-to-generalize evaluation of Bi-national products that has been somewhat underdeveloped in previous studies. To this end, the selection and evaluation criteria of the products to be investigated were differentiated. This is to classify the products by place of use and the purpose of use so that the majority of bi-national products can be included, and then use the combination to derive the specific products to be evaluated for bi-national products. The evaluation of the product identified the phenomenon of psychological conflict among consumers due to the country of origin discrepancy at the level of decreasing brand authenticity. The above research design is an evaluation method that can encompass bi-national products as a whole, rather than an evaluation of a specific product or product line that is mainly reported in previous studies, and it is also very easy to apply to practice because it allows us to more carefully identify changes in psychological attitudes.

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