• Title/Summary/Keyword: Liquor

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The Influence of Globalization Factors of Korean Traditional Liquor on National Brand Image and Purchasing Intention toward Traditional Liquor: Focusing on Japanese Inbound Visitors (한국 전통주의 세계화요인이 국가브랜드이미지 및 전통주 구매의도에 미치는 영향: 일본인 외래방문객을 중심으로)

  • Min, Mi-Soon;Seo, Tai-Yang;Boo, Sug-Jin
    • International Area Studies Review
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    • v.15 no.1
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    • pp.391-423
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    • 2011

  • This study was proceeded with interest on the influence of globalization factors of Korean traditional liquor on Korea national brand image and purchasing intention toward traditional liquor. Results show that the globalization factors except the superiority and special knowledge of Korean traditional liquor, the quality and promotion factors directly related to Korea brand image and purchasing intention toward traditional liquor. This fact improves the quality of Korean traditional liquor is most important factor deciding national brand image and purchasing intention. Also, Korea national brand image had influence on purchasing intention toward traditional liquor. And the quality factors of Korean traditional liquor had moderating effect on brand image and purchasing intention, which implies to improve quality and functional properties of Korean traditional liquor using promotion with Korean food to Japanese.

업계소식

  • Korea Alcohol and Liquor Industry Association
    • 주류산업
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    • v.28 no.4
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    • pp.2-17
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    • 2008

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업계소식

  • Korea Alcohol and Liquor Industry Association
    • 주류산업
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    • v.26 no.2 s.88
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    • pp.2-16
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    • 2006

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우리술 알기

  • Korea Alcohol and Liquor Industry Association
    • 주류산업
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    • v.26 no.4 s.90
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    • pp.82-83
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    • 2006

  • PDF