earticle

영어

Recently, Chinese smart phone manufacturers have shown a good performance in China smart phone market. Accordingly, performances of smart phone manufacturers in Korea is becoming sluggish compared to the past in China. Due to technical improvements and price competitiveness of Chinese smart phone manufacturers, consumer ethnocentrism tendencies in Chinese people have increased. This study conducted the moderated multiple regression to analyze the impact of consumer ethnocentrism in Chinese people on the formation process of brand loyalty for Korean smart products. According to empirical analysis in this study, consumer ethnocentrism in Chinese people has significant negative impact on relationship between brand affect and brand loyalty of Korean smart products.