본문 바로가기
KERD
논문KCI 등재

The Effects of Brand Origin Knowledge and Consumer Characteristics on Purchase Intention of Foreign Products

정인식|김은미|조효은
한국산업경영학회 (Korean Association Of Industrial Business Administrarion)|2016.08|경영연구 (Journal of Business Research)|제31권 제3호|pp. 169-197|DOI 10.22903/jbr.2016.31.3.169

0

조회

0

다운로드

3

인용

0

참고문헌

키워드

Consumer innovativenessConsumer ethnocentrismBrand origin recognition accuracyPurchase intention of foreign products
주제분류경영학

초록

In recent years, the brand-of-origin(BOO) has been a major issue in international business and international marketing literatures. Regardless of importance of brand origin information on purchase behaviors, the influence of brand origin recognition accuracy(BORA)　on purchase intention of foreign products has a very limited attention in literatures. This study investigates the relations among　BORA, consumer characteristics, and purchase intention of foreign products. The hypotheses are tested using structural equation model with survey data from 241 consumers in Korea. The results indicate that consumer ethnocentrism and innovativeness have significant impacts on brand origin recognition accuracy and purchase behavior of foreign products, while there is an evidence of a significant effect of BORA on purchase intention for foreign products. By empirically testing the relations among BORA, consumer characteristics, and purchase behaviors in holistic view, this study helps practitioners to acknowledge the factors that affect to purchase intention of foreign products, and alerts that they should be considered in deciding branding practices.

Abstract

In recent years, the brand-of-origin(BOO) has been a major issue in international business and international marketing literatures. Regardless of importance of brand origin information on purchase behaviors, the influence of brand origin recognition accuracy(BORA)　on purchase intention of foreign products has a very limited attention in literatures. This study investigates the relations among　BORA, consumer characteristics, and purchase intention of foreign products. The hypotheses are tested using structural equation model with survey data from 241 consumers in Korea. The results indicate that consumer ethnocentrism and innovativeness have significant impacts on brand origin recognition accuracy and purchase behavior of foreign products, while there is an evidence of a significant effect of BORA on purchase intention for foreign products. By empirically testing the relations among BORA, consumer characteristics, and purchase behaviors in holistic view, this study helps practitioners to acknowledge the factors that affect to purchase intention of foreign products, and alerts that they should be considered in deciding branding practices.

참고문헌 (62)

  1. Aaker, Jennifer L., "Dimensions of Brand Personality", Journal of Marketing Research, 34(3), pp.347~356 (1997)
  2. Akram, Aneela., "Perceived Brand Globalness in Emerging Markets and the Moderating Role of Consumer Ethnocentrism", International Journal of Emerging Markets, 6(4), pp.291~303 (2011)
  3. Ashill, Nicholas J., "An Exploratory Study into the Impact of Components of Brand Equity and Country of Origin Effects on Purchase Intention", Journal of Asia-Pacific Business, 5(3), pp.27~43 (2004)
  4. Balabanis, George., "Brand Origin Identification by Consumers : A Classification Perspective", Journal of International Marketing, 16(1), pp.39~71 (2008)
  5. Bartels, Jos., "Consumer Innovativeness and Its Correlates : A Propositional Inventory for Future Research", Journal of Business Research, 64(6), pp.601~609 (2011)
  6. Batra, Rajeev., "Effects of Brand Local and Nonlocal Origin on Consumer Attitudes in Developing Countries", Journal of Consumer Psychology, 9(2), pp.83~95 (2000)
  7. Baumgartner, Hans., "Exploratory Consumer Buying Behavior : Conceptualization and Measurement", International Journal of Research in Marketing, 13(2), pp.121~137 (1996)
  8. Brunning, Edward R., "Country of Origin, National Loyalty and Product Choice : The Case of International Air Travel", International Marketing Review, 14(1), pp.59~74 (1997)
  9. Clarke, Irvine., "Integrating Country of Origin into Global Marketing Strategy : A Review of US Marking Statutes", International Marketing Review, 17(2), pp.114~126 (2000)
  10. Cordell, Victor V., "Effects of Consumer Preferences for Foreign Soured Products", Journal of International Business Studies, 23(2), pp.251~296 (1992)
  11. Demirbag, Mehmet, "Country Image and Consumer Preference for Emerging Economy Products : The Moderating Role of Consumer Materialism", International Marketing Review, 27(2), pp.141~163 (2010)
  12. Dodds, William B., "The Effects of Price, Brand, and Store Information on Buyer’s Product Evaluations", Journal of Marketing Research, 28(3), pp.307~319 (1991)
  13. Esch, Franz-Rudolf., "Are Brands Forever? How Brand Knowledge and Relationships Affect Current and Future Purchases", Journal of Product & Brand Management, 15(2), pp.98~105 (2006)
  14. Fischer, Marc., "How Important are Brands? A Cross-Category, Cross-Country Study", Journal of Marketing Research, 47(5), pp.823~839 (2010)
  15. Goldsmith, Ronald., "Identifying Innovators in Consumer Product Markets", European Journal of Marketing, 26(12), pp.42~55 (1992)
  16. Hanzee, Kambiz Heidarzadeh., "Evaluation of the Effects of Product Involvement Facets on Brand Loyalty", African Journal of Business Management, 5(16), pp.6964~6971 (2011)
  17. Hastak, Manoj., "Assessing the Role of Brand-Related Cognitive Responses as Mediators of Communication Effects on Cognitive Structure", Journal of Consumer Research, 15(4), pp.444~456 (1989)
  18. Hirschman, Elizabeth C., "Innovativeness, Novelty Seeking and Consumer Creativity", Journal of Consumer Research, 7(3), pp.283~295 (1980)
  19. 황윤용, "권위소구가 광고효과에 미치는 세대별 차이 연구", 경영연구, 30(4), pp.551~571 (2015), 한국산업경영학회
  20. 정인식, "한국시장에서 글로벌브랜드의 BORA결정요인에 대한 연구", 국제경영리뷰, 11(1), pp.141~174 (2007), 한국국제경영관리학회
  21. 정인식, "글로벌 시장의 브랜드 전략에 대한 실증 연구", 국제경영리뷰, 15(1), pp.99~123 (2011), 한국국제경영관리학회
  22. 정인식, "광고 모델 표준화에 대한 한·중 비교 연구", 연세경영연구, 51(2), pp.225~249 (2014), 경영연구소
  23. Josiassen, Alexander., "Country-of-Origin Contingencies : Their Joint Influence on Consumer Behavior", Asia Pacific Journal of Marketing and Logistics, 22(3), pp.294~313 (2010)
  24. Josiassen, Alexander., "Descending from the Ivory Tower : Reflections on the Relevance and Future of Country-of-Origin Research", European Management Review, 5(4), pp.264~270 (2008)
  25. 주선희, "제품포장의 정보적", 시각적 요인이 제품의 가치 지각에 미치는 영향, 2015, pp.30(4), 257~284[DOI]
  26. Keller, Kevin Lane, "Brand Synthesis : The Multidimensionality of Brand Knowledge", Journal of Consumer Research, 29(4), pp.595~600 (2003)
  27. 김현진, "유통업체 브랜드와 제조업체 브랜드에 대한 원산지 정보의 효과", 마케팅논집(Journal of Marketing Studies), 21(4), pp.129~148 (2013), 한국전략마케팅학회
  28. 김성규, "브랜드 정(情)과 브랜드자산 구성요인과의 관계", 경영연구, 25(2), pp.197~222 (2010), 한국산업경영학회
  29. Klein, Jill Gabrielle., "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)
  30. Krishnan, H. S., "Characteristics of Memory Associations : A Consumer-based Brand Equity Perspective", International Journal of Research in Marketing, 13(4), pp.389~405 (1996)
  31. Lam, Son K., "Exploring the Dynamics of Antecedents to Consumer-Brand Identification with a New Brand", Journal of Academic Marketing Science, 41(2), pp.234~252 (2013)
  32. Laroche, Michael., "The Influence of Country Image Structure on Consumer Evaluations of Foreign Products", International Marketing Review, 22(1), pp.96~115 (2005)
  33. Levitt, Clark., "Development of a Scale for Innovativeness", Advances in Consumer Research, 2, pp.545~554 (1975)
  34. Liefeld, John P., "Consumer Knowledge and Use of Country-of-Origin Information at the Point of Purchase", Journal of Consumer Behaviour, 4(2), pp.85~96 (2004)
  35. Liu, Scott S., "The Automatic Country-of Origin Effects on Brand Judgements", Journal of Advertising, 34(1), pp.87~97 (2005)
  36. Magnusson, Peter., "What, I Thought Samsung was Japanese : Accurate or not, Perceived Country of Origin Matters", International Marketing Review, 28(5), pp.454~472 (2011)
  37. Martin, Martin Oscar., "Towards an Integrative Framework of Brand Country of Origin Recognition Determinants : A Cross-Classified Hierarchical Model", International Marketing Review, 28(6), pp.530~558 (2011)
  38. Matzler, Kurt., "The Value-Brand Trust Brand Loyalty Chain : An Analysis of Some Moderating Variables", Innovative Marketing, 2(2), pp.76~88 (2006)
  39. Matzler, Kurt., "Risk Aversion and Brand Loyalty : The Mediating Role of Brand Trust and Brand Affect", Journal of Product & Brand Management, 17(3), pp.154~162 (2008)
  40. Midgley, David F., "Innovativeness : The Concept and Its Measurement", Journal of Consumer Research, 4(4), pp.229~242 (1978)
  41. Olsen, Janeen E., "Influencing Consumers’Selection of Domestic versus Imported Products : Implications for Marketing Based on a Model of Helping Behavior", Journal of the Academy of Marketing Science, 21(4), pp.307~321 (1993)
  42. Pappu, Ravi., "Country Image and Consumer-Based Brand Equity : Relationships and Implications for International Marketing", Journal of International Business Studies, 38(5), pp.726~745 (2007)
  43. Park, C. Whan., "Familiarity and Its Impact on Consumer Decision Biases and Heuristics", Journal of Consumer Research, 8, pp.223~230 (1981)
  44. Park, Hye-Jung., "Fashion Innovativeness, Materialism, and Attitude Toward Purchasing Foreign Fashion Goods Online across National Borders : The Moderating Effect of Internet Innovativeness", Journal of Fashion Marketing and Management, 11(2), pp.201~214 (2007)
  45. 장영혜, "Nation Image and Its Consequences: Implications for Nation Branding", 경영연구, 27(3), pp.139~169 (2012), 한국산업경영학회[DOI]
  46. Pharr, Julie M., "Synthesizing Country-of-Origin Research from the Last Decade : Is the Concept Still Salient in an Era of Global Brands?", Journal of Marketing Theory and Practice, 13(4), pp.34~45 (2005)
  47. Phau, Ian., "Country-of-Origin : State of the Art Review for International Marketing Strategy and Practice", International Marketing Review, 25(4), pp.349~353 (2008)
  48. Podsakoff, Philip M., "Common Method Biases in Behavioral Research : A Critical Review of the Literature and Recommended Remedies", Journal of Applied Psychology, 88(5), pp.879~903 (2003)
  49. Prendergast, Gerard P., "The Interactive Influence of Country of Origin of Brand and Product Involvement on Purchase Intention", Journal of Consumer Marketing, 27(2), pp.180~188 (2010)
  50. Roehrich, Gilles, "Consumer Innovativeness : Concepts and Measurements", Journal of Business Research, 57(6), pp.671~677 (2004)
  51. Samiee, Saeed., "Brand Origin Recognition Accuracy : Its Antecedents and Consumers’ Cognitive Limitations", Journal of International Business Studies, 36(4), pp.379~397 (2005)
  52. Shankarmahesh, Mahesh N., "Consumer Ethnocentrism : An Integrative Review of Its Antecedents and Consequences", International Marketing Review, 23(2), pp.146~172 (2006)
  53. Shimp, Terence A., "Consumer Ethnocentrism : Construction and Validation of the CETSCALE", Journal of Marketing Research, 24(3), pp.280~289 (1987)
  54. Shu, Shih-Tung., "Consumer Ethnocentrism, Self-Image Congruence and Local Brand Preference : A Cross-National Examination", Asia Pacific Management Review, 18(1), pp.43~61 (2013)
  55. Son, Junghwa., "Consumers' Purchase Intention Toward Foreign Brand Goods", Management Decision, 51(2), pp.434~450 (2013)
  56. Spence, Mark T., "The Moderating Effects of Problem Characteristics on Experts’ and Novices’ Judgments", Journal of Marketing Research, 34(2), pp.233~247 (1997)
  57. Steenkamp. Jan-Benedic E. M., "A Cross-National Investigation into the Individual and National Cultural Antecedents of Consumer Innovativeness", Journal of Marketing, 63(2), pp.55~69 (1999)
  58. Supphellen, Magne., "Consumer Ethnocentrism When Foreign Products are Better", Psychology & Marketing, 18(9), pp.907~927 (2001)
  59. Usunier, Jean-Claude, "Relevance in Business Research : The Case of Country-of-Origin Research in Marketing", European Management Review, 3(2), pp.60~73 (2006)
  60. Verlegh, Peeter W. J., "A Review and Meta-Analysis of Country-of-Origin Research", Journal of Economic Psychology, 20(5), pp.521~546 (1999)
  61. Zarkada-Fraser, Anna., "Store Patronage Prediction for Foreign-Owned Supermarkets", International Journal of Retail & Distribution Management, 30(6), pp.282~299 (2002)
  62. Zhuang, Guijun., "Asymmetric Effects of Brand Origin Confusion : Evidence from the Emerging Market of China", International Marketing Review, 25(4), pp.441~457 (2008)

관련 논문AI추천

The Moderating Role of Product Category and Customer Knowledge in Country of Origin Effect by Brand and Manufacturing강민정, 김명학, 양영근한국기업경영학회 · 기업경영연구2009 · 제16권 제2호The Role of Ethnocentrism and Firms Reputation of a Country of Origin on Consumer Purchase IntentionNadia Jiménez, Sonia San Martín한국마케팅학회 · 아시아마케팅저널2009 · 제11권 제2호Country of Origin, Global Identity, and Social Influence for Success as Global Brand김수욱, 김영길, 이민환서비스사이언스학회 · 서비스 연구2018 · 제8권 제1호원산지효과에 대한 문화심리적 변인의 역할에 관한 연구윤성준경영경제연구소 · 아태비즈니스연구2020 · 제11권 제3호The Effects of County-of-Origin, BrandImage, and Corporate Image Dimensions on Brand Evaluations and Purchase Intentions of Smart Phones of Five Brands: A Comparative Study of China and KoreaLi Mo, Shuai Zhai한국유통과학회 · 유통과학연구2013 · 제11권 제7호글로벌 브랜드 태도의 선행요인과 글로벌 브랜드 구매의도와의 관계 - 중국소비자를 대상으로 -김미정, 정갑연, 채명수한국국제통상학회 · 국제통상연구2011 · 제16권 제2호

이 간행물의 다른 논문 (11건)

심리적 주인의식이 일중독에 미치는 영향에 있어 조직몰입의 매개효과와 자기효능감의 조절효과김대수, 김영진pp. 1-34고등학교 직업교육의 교육서비스품질, 직무능력유용성, 교육만족도 간의 관계에 대한 연구서영복, 박찬권pp. 35-62노조 기업 종업원의 대표 기제에 관한 연구 －노동조합, 임금과 노사협의회, 이직률과의 관계를 중심으로－권순식pp. 63-91기업환경의 불확실성 측면이 거래당사자간 지각된 관계성과에 미치는 영향에 대한 연구 －울산지역 건설 산업을 중심으로－박주식, 윤대홍pp. 93-117한국 주식시장에서 수익성은 가치프리미엄을 설명하는가?조성순, 박순홍, 윤상용pp. 119-139
원문 보기