The study of Country image (Economic image, Relationship image and Culture Images image) has been considered as an important issue in global marketing.
Base on the Han(1989)’s Halo model(country image → beliefs → brand Attitude) and Kim Eun-Jeo...
The study of Country image (Economic image, Relationship image and Culture Images image) has been considered as an important issue in global marketing.
Base on the Han(1989)’s Halo model(country image → beliefs → brand Attitude) and Kim Eun-Jeong & Sang-June(2010)’s Validity of Multidimensional Scale for Measuring Country Image, the study tested research hypotheses for development of theoretical research model.
The purpose of this study is to reveal the connections and the importance of Korea’ country image, product image, and brand attitude, also to find out the most influential factor among Economic image, Relationship image and Culture image that has a positive influence on the product image and brand attitude.
The survey that was collected from chinese Xi'an city’s domestic target as real estate consultants and it was conducted from December, 12 2013 until February 12, 2014. The questionaries of 320 were obtained, however, 27 questionaries out of those returned were considered to be statistically valueless for the analysis since some missed out or some were strongly centralized. As a consequence, 293 questionaries were used in analysis.
The following are the summary of the hypothesis test:
First, country image has a positive impact on the product image from three factors: economic image, relationship image and culture image. And among which the economic image affects much more than the other two.
Second, country image has a positive impact on the brand attitude from three factors：economic image，韩语论文范文， relationship image and culture image. And among which the relationship image plays more important role than the other two.
Third, Product image has a positive(/) impact on brand attitude.
In conclusion, when a country's national image is treated as the kernel factor, the product's image can be combined and promoted at the same time because the brand attitude of the consumers can lead to the best positive impact.
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