본문 바로가기
KERD
논문KCI 등재

사회정체성 이론 관점에 본 개도국 시장에서의 외국 브랜드의 현지성 지각 효과: 필리핀 소비자 대상으로

Employing a Social Identity Theory Perspective on Examining the Impact of Perceived Localness of Foreign Brands with Philippine Consumers

2

조회

0

다운로드

1

인용

0

참고문헌

키워드

주제분류경영학

초록

본 연구에서는 외국 브랜드의 현지성 지각이 개도국 소비자의 브랜드 신뢰와 구매 의도에 미치는 영향을 실증적으로 검증한다. 본 연구는, 사회정체성이론을 바탕으로, 개도국 시장에서는 브랜드 현지성이 내집단 정체성을 소비자에게 신호함으로써, 소비자의 브랜드 신뢰와 구매 의도를 높일 수 있다고 주장한다. 본 연구는 필리핀 소비자를 대상으로 수행한 한국과 중국 브랜드에 관한 온라인 조사에서, 브랜드 현지성의 긍정적 효과를 실증적으로 확인한다. 동시에, 브랜드 현지성 효과가 소비자 세계주의 성향이 낮거나 적대감이 높은 소비자에게서 높게 나타나는 점도 발견한다.

Abstract

This paper examines the impact of perceived brand localness (PBL) on consumer trust and purchase intention for foreign brands in developing countries in Asia. Our study pulls from social identity theory as a conceptual basis whereby PBL is conceptualized as a signal of in-group membership for local consumers. Online surveys were conducted with Philippine consumers regarding Korean and Chinese brands, and results empirically validated the positive effects of PBL on brand trust and purchase intentions. Our study further shows moderations by consumer cosmopolitanism and animosity.

참고문헌 (74)

  1. 안종석, "중국 소비자의 적대감이 국가이미지 효과에 미치는 영향", 국제경영연구, 25(2), pp.57~86 (2014), 한국국제경영학회[DOI]
  2. 한충민, "외국 브랜드의 현지성과 소비자의 품질 지각", 국제경영연구, 31(2), pp.93~117 (2020), 한국국제경영학회[DOI]
  3. 한충민, "중국의 소비자 세계주의: 브랜드 원산지와 글로벌성의 매개 효과", 경영학연구, 48(3), pp.799~817 (2019), 한국경영학회[DOI]
  4. 한충민, "소비자 적대감과 개인주의 성향이 일본 브랜드 평가에 미치는 영향에 관한 실증 연구", 국제경영연구, 26(3), pp.29~56 (2015), 한국국제경영학회[DOI]
  5. Alden, D. L., "Brand positioning through advertising in Asia, North America, and Europe : The role of global consumer culture", Journal of Marketing, 63(1), pp.75~87 (1999)
  6. Alden, D. L., "Consumer attitudes toward marketplace globalization : Structure, antecedents and consequences", International Journal of Research in Marketing, 23(3), pp.227~239 (2006)
  7. Balliet, D., "Trust, conflict, and cooperation : A metaanalysis", Psychological Bulletin, 139, pp.1090~1112 (2013)
  8. Bartsch, F., "Global brand ownership : The mediating roles of consumer attitudes and brand identification", Journal of Business Research, 69(9), pp.3629~3635 (2016)
  9. Batra, R., "Effects of brand local and nonlocal origin on consumer attitudes in developing countries", Journal of Consumer Psychology, 9(2), pp.83~95 (2000)
  10. Boulding, W., "A consumer-side experimental examination of signaling theory : do consumers perceive warranties as signals of quality?", Journal of Consumer Research, 20(1), pp.111~123 (1993)
  11. Bruner II, G. C., "Marketing Scales Handbook: A Compilation of Multi-item Measures for Consumer Behavior & Advertising" (2005), Thomson Higher Education
  12. Byrne, B. M., "Structural Equation Modeling with AMOS: Basic Concepts, Applications, and Programming" (2001)
  13. Chaudhuri, A., "The chain of effects from brand trust and brand affect to brand performance : The role of brand loyalty", Journal of Marketing, 65(2), pp.81~93 (2001)
  14. Cheung, G. W., "Testing mediation and suppression effects of latent variables : Bootstrapping with structural equation models", Organizational Research Methods, 11(2), pp.296~325 (2008)
  15. Cleveland, M., "Cosmopolitanism, consumer ethnocentrism, and materialism : An eight-country study of antecedents and outcomes", Journal of International Marketing, 17(1), pp.116~146 (2009)
  16. Delgado-Ballester, E., "Does brand trust matter to brand equity?", Journal of Product and Brand Management, 14(3), pp.187~196 (2005)
  17. Dong, L., "Globalization or localization : global brand perception in emerging markets", International Business Research, 13(10), pp.53~65 (2020)
  18. Tibshirani, R. J., "An introduction to the bootstrap", Monographs on Statistics and Applied Probability, 57, pp.1~436 (1993)
  19. Fan, Q., "Relationship among China’s country image, corporate Image and brand Image : A Korean consumer perspective", Journal of Contemporary Marketing Science, 2(1), pp.34~49 (2019)
  20. Fornell, C., "Evaluating structural equation models with unobservable variables and measurement error", Journal of Marketing Research, 27, pp.39~50 (1981)
  21. Giang, N. T., "The impact of consumer animosity and consumer ethnocentrism on intention to purchase foreign products : The case of Chinese branded household appliances in Vietnam market", Journal of Economics and Behavioral Studies, 7(4), pp.22~36 (2015)
  22. Ha, Y. H., "Factors influencing consumer perceptions of brand trust online", Journal of Product and Brand Management, 13(5), pp.329~342 (2004)
  23. Ha, H. Y., "Effects of consumer perceptions of brand experience on the web : Brand familiarity, satisfaction and brand trust", Journal of Consumer Behaviour : An International Research Review, 4(6), pp.438~452 (2005)
  24. Han, C. M., "Country image : halo or summary construct?", Journal of Marketing Research, 26(2), pp.222~229 (1989)
  25. Han, C. M., "Individualism, collectivism, and the consumer animosity in emerging Asia : evidence from Korea", Journal of Consumer Marketing, 34(4), pp.359~370 (2017)
  26. Han, C. M., "Can corporate philanthropy change consumers’ perceptions of Japanese multinationals and reduce animosity toward them?", Asia Pacific Journal of Marketing and Logistics, 32(1), pp.65~85 (2019)
  27. Han, C. M., "How inter-country similarities moderate the effects of consumer ethnocentrism and cosmopolitanism in out-group country perceptions:An Asian perspective", International Marketing Review (2019)
  28. Han, C. M., "Cross‐country differences in consumer cosmopolitanism and ethnocentrism: A multilevel analysis with 21 countries", Journal of Consumer Behaviour, 17(1), pp.e52~e66 (2018)[DOI]
  29. Hannerz, U., "Cosmopolitans and locals in world culture", Theory, Culture and Society, 7(2-3), pp.237~251 (1990)
  30. Hess, J., "A three-stage model of consumer relationship investment", Journal of Product and Brand Management, 20(1), pp.14~26 (2011)
  31. Jacoby, J., "Brand Loyalty: Measurement Management" (1978), John Wiley & Sons
  32. Jun, S., "The moderating effect of self-esteem on consumer responses to global positioning in advertising", International Journal of Advertising, 36(2), pp.272~292 (2017)
  33. Klein, J. G., "The animosity model of foreign product purchase : An empirical test in the People's Republic of China", Journal of Marketing, 62(1), pp.89~100 (1998)
  34. Koschate-Fischer, N., "Brand trust : scale development and validation", Schmalenbach Business Review, 67(2), pp.171~195 (2015)
  35. Lee, K. T., "Economic nationalism and cosmopolitanism:A study of interpersonal antecedents and differential outcomes", European Journal of Marketing, 48(5, pp.6) (2014), 1133~1158
  36. Liu, Y., "The interplay between brand globalness and localness for iconic global and local brands in the transitioning Chinese market", Journal of International Consumer Marketing, 32(2), pp.128~145 (2020)
  37. Mandler, T., "Brand credibility and marketplace globalization : The role of perceived brand globalness and localness", Journal of International Business Studies, 52, pp.1559~1590 (2021)
  38. Matzler, K., "The value – brand trust – brand loyalty chain : An analysis of some moderating variables", Innovative Marketing, 2(2), pp.76~88 (2006)
  39. Motsi, T., "National stereotypes as antecedents of country-oforigin Image : The role of the stereotype content model", Journal of International Consumer Marketing, 32(2), pp.115~127 (2020)
  40. Mrad, S. B., "Do rumblings lead to real action? A case of animosity and boycott in China", International Journal of China Marketing, 3(2), pp.35~48 (2013)
  41. Neville, F. G., "Shared social identity transforms social relations in imaginary crowds", Group Processes and Intergroup Relations, 25(1), pp.158~173 (2022)
  42. Özsomer, A., "The interplay between global and local brands : A closer look at perceived brand globalness and local inconness", Journal of International Marketing, 20(2), pp.72~95 (2012)
  43. Papadopoulos, N., "Old country passions : An international examination of country image, animosity, and affinity among ethnic consumers", Journal of International Marketing, 25(3), pp.61~82 (2017)
  44. Ping, R. A., "A parsimonious estimating technique for interaction and quadratic latent variables", Journal of Marketing Research, 32(3), pp.336~347 (1995)
  45. Preacher, K. J., "SPSS and SAS procedures for estimating indirect effects in simple mediation models", Behavior Research Methods, Instruments, and Computers, 36(4), pp.717~731 (2004)
  46. Riefler, P., "Consumer cosmopolitanism : Literature review and investigation of the CYMYC scale", Journal of Business Research, 62(4), pp.407~419 (2009)
  47. Riefler, P., "Cosmopolitan consumers as a target group for segmentation", Journal of International Business Studies, 43(3), pp.285~305 (2012)
  48. Roccas, S., "The paradox of group-based guilt : modes of national identification, conflict vehemence, and reactions to the in-group's moral violations", Journal of Personality and Social Psychology, 91(4), pp.698~711 (2006)
  49. Asif Ali Safeer, "Impact of perceived brand localness and globalness on brand authenticity to predict brand attitude: a cross-cultural Asian perspective", Asia Pacific Journal of Marketing and Logistics, 34(7), pp.1524~1543 (2021), Emerald[DOI]
  50. Schuiling, I., "Real differences between local and international brands : strategic implications for international marketers", Journal of International Marketing, 12(4), pp.97~112 (2004)
  51. Sheth, J. N., "Relationship marketing in consumer markets : antecedents and consequences", Journal of the Academy of Marketing Science, 23(4), pp.255~271 (1995)
  52. Shoham, A., "Animosity on the home front : The intifada in Israel and its impact on consumer behavior", Journal of International Marketing, 14(3), pp.92~114 (2006)
  53. Shrout, P. E., "Mediation in experimental and nonexperimental studies : new procedures and recommendations", Psychological Methods, 7(4), pp.422~ (2002)
  54. Sichtmann, C., "An analysis of antecedents and consequences of trust in a corporate brand", European Journal of Marketing, 41(9, pp.10) (2007), 999~1015
  55. Sichtmann, C., "The relational value of perceived brand globalness and localness", Journal of Business Research, 104, pp.597~613 (2019)
  56. Spence, M., "Job market signaling", Quarterly Journal of Economics, 87, pp.355~374 (1973)
  57. Ankur Srivastava, "Influence of consumer cosmopolitanism on purchase intention of foreign vs local brands: a developing country perspective", International Journal of Emerging Markets (2021), Emerald[DOI]
  58. Steenkamp, J., "How perceived brand globalness creates brand value", Journal of International Business Studies, 34, pp.53~65 (2003)
  59. Stolle, D., "Trusting strangers–the concept of generalized trust in perspective", Österreichische Zeitschrift für Politikwissenschaft, 31(4), pp.397~412 (2002)
  60. Strasheim, A., "Testing main and interaction effects in structural equation models with a categorical moderator variable", Management Dynamics : Journal of the Southern African Institute for Management Scientists, 23(4), pp.31~68 (2014)
  61. Strizhakova, Y., "The"green"side of materialism in emerging BRIC and developed markets : The moderating role of global cultural identity", International Journal of Research in Marketing, 30(1), pp.69~82 (2013)
  62. Swoboda, B., "The effects of perceived brand globalness and perceived brand localness in China : empirical evidence on Western, Asian, and domestic retailers", Journal of International Marketing, 20(4), pp.72~95 (2012)
  63. Tajfel, H., "The Social Psychology of Intergroup Relations", pp.1979, Brooks
  64. Tajfel, H., "Psychology of Inter-group Relations", pp.7~24 (1986), Nelson-Hall
  65. Tajfel, H., "Cognitive Analysis of Social Behavior", pp.227~246 (1982), Springer
  66. Tanis, M., "A social identity approach to trust : Interpersonal perception, group membership and trusting behaviour", European Journal of Social Psychology, 35(3), pp.413~424 (2005)
  67. Tam, J. L., "Brand familiarity : its effects on satisfaction evaluations", Journal of Services Marketing, 22(1), pp.3~12 (2008)
  68. Tanis, M., "A social identity approach to trust : Interpersonal perception, group membership and trusting behaviour", European Journal of Social Psychology, 35(3), pp.413~424 (2005)
  69. Van Veelen, R., "An integrative model of social identification : self-stereotyping and self-anchoring as two cognitive pathways", Personality and Social Psychology Review, 20(1), pp.3~26 (2015)
  70. Verlegh, P. W., "Home country bias in product evaluation : The complementary roles of economic and socio-psychological motives", Journal of International Business Studies, 38(3), pp.361~373 (2007)
  71. Wang, W., "Animosity and willingness to buy foreign products : Moderating factors in decision-making of Chinese consumers", Asia Pacific Business Review, 19(1), pp.32~52 (2013)
  72. Xie, Y., "An extended model of preference formation Between global and local brands : The roles of identity expressiveness, trust, and affect", Journal of International Marketing, 23(1), pp.50~71 (2015)
  73. Yague-Guillen, M. J., "Development and validation of a brand trust scale", International Journal of Market Research, 45(1), pp.35~54 (2003)
  74. Zeugner-Roth, K. P., "Consumer ethnocentrism, national identity, and consumer cosmopolitanism as drivers of consumer behavior : A social identity theory perspective", Journal of International Marketing, 23(2), pp.25~54 (2015)

관련 논문AI추천

이 간행물의 다른 논문 (3건)