초록 열기/닫기 버튼
Purpose –The purpose of this research was to analyze how country image and company image affect Brazilians’ attitudes and purchase intention of Korean electronics. Design/methodology/approach –Ten hypotheses were developed. The data were collected through an online survey elaborated on Google Forms and conducted in the last two weeks of October 2018. 202 valid questionnaires were received and SPSS 24.0 was used to analyze the data. Confirmatory Factor Analysis and Regression Analysis were performed to verify the questionnaire reliability and to confirm the hypotheses. Findings – Results regarding country image showed that the economic and national images of South Korea play an important role in Brazilian consumers’ attitude towards Korean electronics and also in the purchase intention of these products. However, the socio-cultural image of Korea did not have any significant influence on both. As for company image, growth potential and excellence images both had a significant relationship with attitudes and purchase intention of electronics. Research implications or originality –Through the results of this study, Korean companies can understand better their market in Brazil and plan future marketing strategies, focusing on image issues. As a suggestion, Korean electronics companies should keep investing in their images utilizing different methods such as corporate responsibility tools, and/or active social media presence; and associate economic aspects of Korea to their brands.
