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응용논문(2)

국가이미지와 기업브랜드이미지가 제품이미지 및 구매의도에 미치는 영향에 대한 연구 -한․중 교역을 중심으로-

원문정보

A Study on the Impact of National Image and Corporation Brand Image on Product Image and Customer's Purchasing Intention

홍상진

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초록

영어

The purpose of this study was to clarify the impact of national and corporate brand image of Korea on chinese consumers' purchasing Intention, also the impact of China on korean consumers' purchasing Intention. And the second aim of the research is to provide Korean businessmen who are interested in chinese market with information about chinese consumers' purchasing behaviour. Data from 205 chinese and korean consumers were analysed. As the result of analyses, it was found that Korean country image positive affects corporate brand image(samsung) and Chinese country image negative affects corporate brand image(haier) and product image. Korean corporate brand image only affects product image on chinese consumers. The product image affects Korean and Chinese consumer's purchasing intention.

목차

Abstract
 1. 서론
 2. 이론적 배경
  2.1 국가이미지와 기업브랜드 이미지의 연관성에 관한 기존연구 고찰
  2.2 국가이미지와 제품이미지에 관한 기존연구 고찰
  2.3 기업브랜드 이미지와 제품이미지에 관한 기존연구 고찰
  2.4 제품 이미지와 구매의도에 관한 연구
 3. 연구의 설계
 4. 실증분석
  4.1 자료의 수집
  4.2 신뢰성과 타당성
  4.3 가설검정
 5. 결론
  5.1. 연구결과 맞 시사점
  5.2 연구의 한계점
 6. 참고문헌

저자정보

  • 홍상진 Sang-Jin Hong. 경기대학교 경영정보학과

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자료제공 : 네이버학술정보

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