| Abstract |
| The consumer`s attitudes towards foreign products and their brand advertising are important in establishing international marketing strategy. The purpose of this paper is to delve into how the local consumer`s social norm and a specific country`s image influence the attitudes towards the advertising. And, the mediating role of the product involvement is analysed. The survey subjects are female consumers in their 30`s and 40`s. As results, The country significantly affects the attitudes towards the advertising, but individual social norms do not play any influential roles. The mediating effects of product involvement are not found. This paper suggests that, as the international free trades are fast spreading, more systematic measures and planned research are in dire need to establish effective advertising and design strategies for both private sectors and the government departments in agriculture and stock farm products. |
|
|
| Key Words |
| 광고, 사회적 규범, 국가이미지, Advertising, Social Norm, Country Image |
|
|
 |
|
Full Text