초록 열기/닫기 버튼
During the past several decades, country-of-origin research has attracted significantattention from both marketing researcher and practitioners in the global market. Part of thereason for this continuous interest in the subject area is attributable to increased globalcompetition among foreign firms operating in different parts of the global market. Therefore,there are many of previous researches related to examine between country image and productevaluation. However, most of researches considered country image as a single dimension, notmulti-dimensions and there is little understanding the relationship among 3 concepts –country image, country-product image, and brand image. The purpose of this research is to investigate the effect of multifaceted country image oncountry-product image, brand image and brand attitude. The authors divided country imageinto economic image, relational image and people image. and examined moderating role of the consumer’s ethnocentrism and perceived brand globalness as well. We collected 265chinese survey responses from online and offline survey and analyzed for empirical validationthrough various statistical methodologies including structural equation modeling. The results indicated that multifaceted country image, economic and relational image, haspositive effect on country-product image and country-product image has also positiverelationship to brand image and brand attitude. Furthermore, perceived brand globalness(orethnocentrism) enhanced(or lessened) the relationship between brand image and brand attitudein chinese market. Research contribution, implications, and further research directions arediscussed at the end of the paper.
