북경 소비자들의 한국제품 선택에 관한 연구
A Study on the Beijing Consumers' Selection of Korean Products
1
조회
0
다운로드
1
인용
0
참고문헌
키워드
초록
본 연구는 국가이미지와 브랜드개성이 북경 소비자들의 한국제품(핸드폰, 중소형 자동차) 선택에 있어 어떠한 영향을 미치는가를 분석하는데 그 목적이 있으며, 이러한 분석결과를 토대로 한국기업들의 대중국 마케팅 전략을 도출하고자 한다. 분석결과 두 요인은 모두 북경 소비자들의 한국제품 선택에 부분적으로 유의한 영향을 미치는 것으로 나타났다. 즉, 국가이미지 뿐만 아니라, 브랜드개성 역시 상징적 속성으로 북경 소비자들의 한국 제품선택에 중요한 역할을 하고 있음을 알 수 있다. 본 연구가 시사하는 바는 한국기업들이 중국시장에 진출함에 있어 국가이미지 요인뿐만 아니라 독특한 브랜드 개발의 필요성을 암시하는데 이러한 브랜드 이미지가 한국의 국가이미지를 잘 나타낼 수 있을 때 중국 소비자들의 한국 브랜드에 대한 충성도는 더 높아질 것이다.
Abstract
This thesis researches directly and indirectly how country image and brand personality, influence the Beijing consumer’s Korean Products selectionpreference and purchase intention and reports the strategic implications of its findings. From the viewpoints of the Beijing consumers, the researcher seeks to determine how country image and brand personality influence Korean Products selection. The strategic implications of this research is as follows: brand personality presents as a symbolic aspect that accounts for a significant amount of differences in the Beijing consumer’s Korean Products selection. Throughout this study, it can be acutely recognized that brand personality in relation to its symbolic aspect has an important influence on the Beijing consumer’s Korean Products selection.This study suggests the necessity of effort to develop representative brands with a unique personality in connection with a country image. That is, brand personality adds brand identity to reliability and makes for a stronger brand in Chinese markets.
참고문헌 (29)
- 이봉수, "일 소비자의 중소형자동차 선택에 관한 실증연구", 27(2), pp.289~307 (2002)
- 한충민, "외국 브랜드에 대한 미국 소비자의 태도와 구매의도에 관한 실증적 연구 자동차 브랜드를 중심으로", 13(1), pp.27~42 (1998)
- 한충민, "미국 소비자의 외국산 제품 구매결정모형에 관한 연구-외국산 자동차를 중심으로 국제경영연구", pp.135~170 (1992)
- 兵, "品牌性度的本土化究", pp.95~103 (2002), 中山大博士位文
- 中量, "2003年中用意度手", pp.26~ (2004)
- David, "Capitalizing on the Value of a Brand Name" (1991), The Free Press
- Aaker, Jennifer L, "Brand Personality: Conceptualization, Measurement and Underlying Psychological Mechanisms", pp.102~115 (1995), Stanford University
- Aaker, Jennifer L, "Dimensions of Brand Personality", 34, pp.347~356 (1997)
- Warren J, "Country-of-Origin Effects on Product Evaluations Journal of International Business Studies", pp.89~99 (1982)
- Chao, "Partitioning country of origin effects Consumer evaluation of hybrid product Journal of International Business Studies", pp.291~306 (1993)
- Ogilvy, D, "Confessions of an advertising man", pp.30~52 (1996), Atheneum
- Ettenson Richard, "Evaluating the effect of country of origin and the ‘made in the U Journal of Retailing", pp.85~100 (1988)
- Han, "Halo or Summary Constructs? Journal of Marketing Research", pp.222~229 (1989)
- Han, "Counrty-of-Origin Effects for Uni-National and Bi-National Products Journal of International Business Studies", pp.235~256 (1988)
- Johansson, "Assessing the Impact of Country of Origin on Product Evaluations Journal of Marketing Research", pp.388~396 (1985)
- Knight., Gray A., "Central and peripheral processing on brand and product attitudes and intentions: the impact of country-of-origin", pp.376~377 (1995)
- Li, Zhan G, "Global sourcing, multiple country-of-origin facets, and consumer reactions", 47, pp.121~133 (2000)
- Martin, "Journal of Business Research"
- Nebenzahl, Israel D, "Toward a theory of country image effect on product evaluation", 37(1), pp.27~49 (1997)
- Tamer Cavusgil, "Country-of-origin effects on product evaluations A sequel to Bilkey and Nes review Procedings of the American Marketing Association", pp.226~277 (1991)
- Peterson R,A, "A Meta-Analysis of Country-of-Origin Effects", 26, pp.883~900 (1995)
- Plummer, "Journal of Advertising Research", pp.27~31 (1985)
- Saeed, "Customer evaluation of products in a global market Journal of International Business Studies", pp.582~583 (1994)
- Schooler,Robert D, "Product bias in the Central American Common Market", 4(vember), pp.394~397 (1965)
- Schooler, "Strategy development for manufactured products of third world countries to develop countries Journal of Global Marketing", pp.53~68 (1987)
- Hans B, "Relative importance of country-of-origin in the era of global brands Journal of InternationalMarketing", pp.57~76 (1989)
- Tse, "Effects of decomposition Journal of International Marketing", pp.25~48 (1993)
- Wang, "The Effect of Foreign Economic Political and Cultural Environment of Consumer’s Willingness to buy Foreign Products" (1978), Texas A & M University
- Wang, "The Effect of Foreign Economic Political and Cultural Environment of Consumer’s Willingness to buy Foreign Products" (1978), Texas A & M University