This study presumed that it could lead consumer's positive attitude effectively by managing national personality in a new national marketing paradigm.
Under this premise, the goals of this study are that;
1) to take in a conceptual position through observing existing studies.
2) to find national pe...
This study presumed that it could lead consumer's positive attitude effectively by managing national personality in a new national marketing paradigm.
Under this premise, the goals of this study are that;
1) to take in a conceptual position through observing existing studies.
2) to find national personality dimensions as one of way to embody national images.
3) to examine how strongly these personality dimensions affect to build an attitude for each nation's functional types.
4) to examine which communication tools strongly affect to shape these personalities.
To achieve this goals, this study implemented a primary survey to choose subject nations of investigation, first. Its criteria was:
1) to choose well-known nation to improve respondent's abilities of understanding and judging.
2) to choose two nations for each functional types(country-of-origin, investment, tourism, and residence) to reduce stereotype of perceptions for western and eastern, and also to maximize possibilities of generalisation.
So, eight nations were selected. It is America, Brazil, Australia, France, Japan, India, Singapore and Thailand.
In addition to, this study implemented another primary survey to develop national brand personality scales. 49 scales were developed by considering literatures, having focus group interviews and examining internal consistency reliabilities.
Then, on the basis of primary survey, the mail survey was implemented by using Likert's 7 point scales. The survey asked 400 respondents an appropriation of 49 scales, their attitudes(preference, favorability, and intentions), and influencing variables for personalities(direct experience, PR/event, mass media, word-of-mouth, member of nation) for each eight nations.
First, as a result of factor analysis, it showed four national brand personality dimensions(National Big Four; Competence, Sophistication, Sincerity, and Ruggedness). This results revealed that the dimension, "Competence" was dominant and national big four has some distinctional sub-scales, because its subject of investigation was nation, although it has some tendency in accord with Aaker's research for general products. That is, it suggested that personality could be projected to nation as well as a human being, an object, and a product.
Secondly, multiple regression analysis was implemented to examine relative impact for each national brand personality dimensions to form consumer's attitude for each functional types.
"Competence" was dominant personality dimension for national brand as country-of-origin. "Sophistication", "sincerity", and "ruggedness" also affected positively as a significant result. It showed that when consumer buy a product, they form country-of-origin images with affective components as well as with cognitive components, then these images could affect to their decision-making for buying a product.
"Competence" was also dominant personality dimension for national brand as a place for investment. Although one of hard factor, "competence" was dominant, "sophistication" and "sincerity" being said to soft factor also affected strongly. And "Ruggedness" had no significant result. It could be inferred that when people consider some place to invest, they has an tendency to avoid 'adventurous' place.
"Sophistication". "competence", and "Ruggedness" was orderly dominant personality dimension for national brand as a place for residence.
"Sophistication" and "competence" was orderly dominant personality dimension for national brand as a place for tourism. However, "Ruggedness" and "sincerity" had no significant result.
Lastly, this study examined major communication tools influencing consumer's national brand personality perception.
"Competence" was influenced by mass media and a member of nation dominantly. However, "Sophistication" was negatively influenced by direct experience, then again positively influenced by PR/event. It could be inferred that most nations attempt to implement many marketing programs, however it reduces preference, favorability, and intention because they have weak infra-structures. finally "Sincerity" was influenced by PR/event and direct experience.
In view of the results so far achieved, it suggested that national brand has four brand personality dimensions, each dimension formed by different communication tools, and each four nation's functional types have different dominant brand personality dimensions. It suggests effective marketing tools for their viewpoint when foreign nation attempts to market themselves to Korean.
This study presumed that it could lead consumer's positive attitude effectively by managing national personality in a new national marketing paradigm.
Under this premise, the goals of this study are that;
1) to take in a conceptual position through observing existing studies.
2) to find national personality dimensions as one of way to embody national images.
3) to examine how strongly these personality dimensions affect to build an attitude for each nation's functional types.
4) to examine which communication tools strongly affect to shape these personalities.
To achieve this goals, this study implemented a primary survey to choose subject nations of investigation, first. Its criteria was:
1) to choose well-known nation to improve respondent's abilities of understanding and judging.
2) to choose two nations for each functional types(country-of-origin, investment, tourism, and residence) to reduce stereotype of perceptions for western and eastern, and also to maximize possibilities of generalisation.
So, eight nations were selected. It is America, Brazil, Australia, France, Japan, India, Singapore and Thailand.
In addition to, this study implemented another primary survey to develop national brand personality scales. 49 scales were developed by considering literatures, having focus group interviews and examining internal consistency reliabilities.
Then, on the basis of primary survey, the mail survey was implemented by using Likert's 7 point scales. The survey asked 400 respondents an appropriation of 49 scales, their attitudes(preference, favorability, and intentions), and influencing variables for personalities(direct experience, PR/event, mass media, word-of-mouth, member of nation) for each eight nations.
First, as a result of factor analysis, it showed four national brand personality dimensions(National Big Four; Competence, Sophistication, Sincerity, and Ruggedness). This results revealed that the dimension, "Competence" was dominant and national big four has some distinctional sub-scales, because its subject of investigation was nation, although it has some tendency in accord with Aaker's research for general products. That is, it suggested that personality could be projected to nation as well as a human being, an object, and a product.
Secondly, multiple regression analysis was implemented to examine relative impact for each national brand personality dimensions to form consumer's attitude for each functional types.
"Competence" was dominant personality dimension for national brand as country-of-origin. "Sophistication", "sincerity", and "ruggedness" also affected positively as a significant result. It showed that when consumer buy a product, they form country-of-origin images with affective components as well as with cognitive components, then these images could affect to their decision-making for buying a product.
"Competence" was also dominant personality dimension for national brand as a place for investment. Although one of hard factor, "competence" was dominant, "sophistication" and "sincerity" being said to soft factor also affected strongly. And "Ruggedness" had no significant result. It could be inferred that when people consider some place to invest, they has an tendency to avoid 'adventurous' place.
"Sophistication". "competence", and "Ruggedness" was orderly dominant personality dimension for national brand as a place for residence.
"Sophistication" and "competence" was orderly dominant personality dimension for national brand as a place for tourism. However, "Ruggedness" and "sincerity" had no significant result.
Lastly, this study examined major communication tools influencing consumer's national brand personality perception.
"Competence" was influenced by mass media and a member of nation dominantly. However, "Sophistication" was negatively influenced by direct experience, then again positively influenced by PR/event. It could be inferred that most nations attempt to implement many marketing programs, however it reduces preference, favorability, and intention because they have weak infra-structures. finally "Sincerity" was influenced by PR/event and direct experience.
In view of the results so far achieved, it suggested that national brand has four brand personality dimensions, each dimension formed by different communication tools, and each four nation's functional types have different dominant brand personality dimensions. It suggests effective marketing tools for their viewpoint when foreign nation attempts to market themselves to Korean.
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