기업광고가 기업이미지, 소비자-기업 동일시 및 소비자의 제품평가와 행위적 반응에 미치는 영향: 중국진출 한국기업을 중심으로
The Effect of Corporate Advertising on Corporate Image, Consumer-Corporate Identification, Evaluation of Products and Behavioral Responses : Focusing on Korean Companies in China
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Current Korean companies in China have made their efforts to perform corporate advertising for improving the corporate image as well as marketing activities directly related to a product. In this context, this study is to learn how corporate advertising influences corporate image as well as corporate image and consumer-company identification in regard of Chinese consumers influence the consumers behavioral responses with their evaluation on Korean products. Based on the previous studies and theoretical discussions, the study tested four research hypotheses for development of theoretical research model. In order to empirically test research model, data were collected by administering MBA students from major universities in China. The results obtained by actual analysis are as follows. First, corporate advertising turns out to be positively influential on corporate image. Second, corporate image is positively influential on consumer-company identification, the consumer-company identification on Chinese consumers’ evaluation on Korean products, and positive evaluation on Korean products in turn induces positive influences on Chinese consumers’ behavioral responses. These results suggest that in the future the Korean companies already settled in China not only need to enhance positive corporate image but also have to make efforts on performing corporate advertising activities in order to improve their continuous and long term relationship with Chinese consumers.
Abstract
Current Korean companies in China have made their efforts to perform corporate advertising for improving the corporate image as well as marketing activities directly related to a product. In this context, this study is to learn how corporate advertising influences corporate image as well as corporate image and consumer-company identification in regard of Chinese consumers influence the consumers behavioral responses with their evaluation on Korean products. Based on the previous studies and theoretical discussions, the study tested four research hypotheses for development of theoretical research model. In order to empirically test research model, data were collected by administering MBA students from major universities in China. The results obtained by actual analysis are as follows. First, corporate advertising turns out to be positively influential on corporate image. Second, corporate image is positively influential on consumer-company identification, the consumer-company identification on Chinese consumers’ evaluation on Korean products, and positive evaluation on Korean products in turn induces positive influences on Chinese consumers’ behavioral responses. These results suggest that in the future the Korean companies already settled in China not only need to enhance positive corporate image but also have to make efforts on performing corporate advertising activities in order to improve their continuous and long term relationship with Chinese consumers.
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