|
DOI :
Journal Korea Society of Visual Design Forum , Vol.46, No.0, 171 ~ 185, 2015
|
| Title |
| A Comparison of the Relationships among Country Image, People Image, and Brand Identity of Korea and France - Focused on Chinese Consumers - |
| 하지수 Ha Jane , 황진숙 Hwang Jin-sook , 우승현 Woo Seung-hyun |
|
|
|
| abstract |
| As the volume of China market is increased, foreign brands dominate the market trends in China. Therefore, competitions among companies are intensified, Korean companies should develop more competitive strategies by understanding Chinese consumers in order to succeed in the China market. This study compares effects of country images of Korea and France on brand identity, brand attitude and purchasing intention of Chinese consumers.
454 samples of questionnaire were distributed to Chinese women in 20s, and then factor, reliability and frequency analyses were conducted by using SPSS 19.0. The Amos 18.0 was used for structural equation modeling and multiple group analysis.
Country image was identified `economy` and `culture`, people image was identified `fashionable` and `trusty`, then brand identity, brand attitude and purchasing intention were identified. The results of structural equation model show that economy factor of Korean country image exerted significant effect on fashionable factor of people image and culture factor of Korean country image exerted significant effect on both of fashionable and trusty factors of people image. In case of France, both of economy and culture factors exerted significant effects on only fashionable factor. Both of fashionable and trusty factors of Korean people exerted significant effect on brand identity, but only fashionable factor of French people exerted significant effects on their brand identity.
As a result of multiple group analysis to test moderating effects, it is founded that each economy and culture factors have stronger moderating effects on fashionable of French people and trusty of Korean people, respectively.
Through the relationships among country image, people image and brand identity, this study has an implication in suggesting perspective for preparing competitiveness of Korean fashion brands in China market by comparing them with those of France, a fashion-advanced country. |
|
|
| Key Words |
| 국가 이미지, 국민 이미지, 브랜드 아이덴티티, Country Image, People Image, Brand Identity |
|
|
|
 |
|
Full Text