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NTIS 바로가기한국의류학회지 = Journal of the Korean Society of Clothing and Textiles, v.38 no.2, 2014년, pp.251 - 265
하지수 (건국대학교 의류학과) , 황진숙 (건국대학교 의류학과)
China is the biggest market for the Korean fashion industry. However, China is still difficult in regards to market entry and market success in China despite the geographical proximity. This study investigated the image of Korea and its impact on brand identity, brand attitude and intention to purch...
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핵심어 | 질문 | 논문에서 추출한 답변 |
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중국 휴대폰 시장에서, 이미지 요인은 소비자들의 브랜드 태도에 어떠한 순으로 영향을 미치는가? | Park and Li(2013)는 중국 휴대폰 시장에서 소비자들의 브랜드 태도에 영향을 미치는 이미지 요인에 대한 연구에서 브랜드 이미지, 기업이미지, 국가이미지의 3가지차원으로 이미지 요인을 구분하였다. 그 결과 세 가지 요인 모두 브랜드 태도에 영향을 미쳤으며, 브랜드 이미지, 국가이미지, 기업이미지 순으로 영향을 주는 것이 밝혀졌다. 이러한 연구결과를 바탕으로 우호적인 브랜드 태도형성을 위해서는 긍정적인 브랜드 이미지, 국가이미지, 기업이미지가 구축되어야 함을 주장하였다. | |
국가이미지란 무엇인가? | Nagashima(1970)는 “국가이미지란 특정 국가의 제품에 대해 소비자 또는 기업가가 부여하는 심상(picture), 명성(reputation), 고정관념(stereotype)”이라고 정의하였고, Roth and Romeo(1992)는 “특정 국가의 제품과 마케팅의 강약으로 이미 형성된 지각을 바탕으로 특정 국가의 제품에 대해 생성하는 전반적인 지각”이라고 하였다.이들 학자는 원산지 이미지에 가까운 초기 국가이미지 연구의 정의를 내렸으나, Lee(2011)는 국가이미지를 “세계가 그 국가를 바라보는 태도, 그 국가를 대하는 방식” 이라고 정의하면서 좀 더 다양한 단서를 내포하는 정의를 내렸다. | |
국가이미지의 형성과정은 어떻게 구분될 수 있는가? | Moffitt(1994)은 국가이미지의 형성과정을 관계적 통로, 텍스트적 통로, 개인경험적 통로로 구분하였는데, 첫째, 관계적 통로란 유학생, 교포, 관광객, 기업인이 외국 사람들과의 직접적 접촉이나 국제 이벤트의 개최 등을 통해 국가이미지가 형성되는 경우이며, 둘째, 텍스트적 통로란 각종 미디어나 관련 서적을 통해서 형성되는 경우에 해당한다. 셋째, 개인경험적 통로는 개인이해당 국가를 방문하거나 해당 국가의 제품 및 서비스 사용경험을 통해 형성되는 경우라고 하였다. |
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