국가이미지와 기업브랜드이미지가 제품이미지 및 구매의도에 미치는 영향에 대한 연구 -한.중 교역을 중심으로-
(주)코리아스칼라
- 최초 등록일
- 2016.04.02
- 최종 저작일
- 2011.09
- 6페이지/ 어도비 PDF
- 가격 4,000원
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서지정보
ㆍ발행기관 : 대한안전경영과학회
ㆍ수록지정보 : 대한안전경영과학회지 / 13권 / 3호
ㆍ저자명 : 홍상진
영어 초록
The purpose of this study was to clarify the impact of national and corporate brand image of Korea on chinese consumers' purchasing Intention, also the impact of China on korean consumers' purchasing Intention. And the second aim of the research is to provide Korean businessmen who are interested in chinese market with information about chinese consumers' purchasing behaviour. Data from 205 chinese and korean consumers were analysed. As the result of analyses, it was found that Korean country image positive affects corporate brand image(samsung) and Chinese country image negative affects corporate brand image(haier) and product image. Korean corporate brand image only affects product image on chinese consumers. The product image affects Korean and Chinese consumer's purchasing intention.
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