• CRM연구
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• v.3 no.1
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• pp.1-17
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• 2010

When the marketer wants to execute the sport sponsorship, he(she) has to consider the numerous intervening variables for the effective results. This study illuminates the relationship between these kind of intervening variables of brand origin, familarity, and consume's ethnocentric delinquencies to the sponsorship attitude. The result shows according to the country origin of brand, the consumer's perception of the attitude to the sponsor brand is changed. That is the more positive of the consumer perceive to the brand origin, the more positive to the sponsoring brand attitude. That means the consumer can judge the pro or con of that kind of sponsorship through the mental accounting. But the consumer believes the global sponsorship helps the sport team. The second result shows that the familiarity toward COO(country of brand origin) affects to the sport sponsorship positively. The subjects respond that when the sponsor COO is not so familiar to them, they can discount the sponsor effect of sponsorship. The third result is that there is litter influence of ethnocentrism of sport sponsorship.

• International Commerce and Information Review
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• v.16 no.5
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• pp.117-149
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• 2014

The purpose of this study is to apply the concepts discussed in the previous studies on the China's country image and its impact to the Korean market, to provide basic information about the characteristics of the Korean market for Chinese companies to enter the Korean market, and to provide suggestions related to the country image for Korean companies when they want to enter foreign markets. For this purpose, a survey of 265 college students and workers in Seoul was analyzed using SPSS 2.0 and AMOS 21. The results are as follows. First, the dimensions of China's country image were found to be composed of five factors: fundamental image, socioeconomic image, prestige image, relationships image, and affective image. Second, among the dimensions of China's country image, fundamental image, socioeconomic image, and affective image had a positive effect on product image, and prestige image had a negative effect. Third, affective image was found to have influence on the attitude towards the product. Fourth, China's overall product images appeared to influence consumer attitudes. Fifth, the consumer attitudes to Chinese products appeared to affect the purchase intention. Sixth, for the consumer group whose own consumer ethnocentrism is low, compared to high, images of Chinese products showed a more positive impact on consumer attitudes. In the conclusion, we discussed the implications derived from the empirical results and suggested for future research.