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NTIS 바로가기Asia-Pacific journal of business = 아태비즈니스연구, v.8 no.1, 2017년, pp.79 - 93
이제홍 (조선대학교 무역학과)
The image of Korean products in the US market and attitudes toward Korean companies and brands have very high purchasing value, but there are many doubts about the image of Korea. However, previous studies have shown that national image, product image, and brand attitude have a positive effect on co...
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핵심어 | 질문 | 논문에서 추출한 답변 |
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국가이미지란 무엇인가? | 국가이미지는 특정 국가의 사람과 제품에 대한 소비자들의 인지, 정서 그리고 의도적 반응에 대한 지각(Pereira et al., 2005)이며, Kelman (1965)은 경제적, 정치적 그리고 문화적인 요소 이외에 국가간의 접촉, 국제적 사건 그리고 국제적 충돌과 관련되어 있다는 것을 제시하였고, 또한 국가이미지를 구성하는 요소로서 국가의 경제적 발전, 정치적 분위기, 문화적 발전, 교육정도, 부유함, 국가의 크기, 인구밀도, 인종과 같은 요소들로 구분하고 있다(Forgas and O'Driscoll, 1984, pp. | |
한국 스포츠 스타들의 미국시장에서의 활동은 어떤 역할을 하고 있는가? | 특히, 최근에 한국 스포츠 스타들의 미국시장에서의 활동은 매우 긍정적 역할을 하고 있다. 즉, MLB의 박찬호 선수, 추신수 선수, 김현수 선수, 박병호 선수 등과 LPGA의 여자 프로골프 선수인 박세리 선수, 박인비 선수, 전인지 선수, 김세영 선수, 김희영 선수 등이 한국국가이미지 개선에 매우 긍정적인 역할을 하고 있으며, 이들 선수들과 스폰서를 맺고 있는 기업들의 이미지 또한 높아가고 있다. 아울러 반기문 전 UN 사무총장도 한국국가 이미지를 높이는 커다란 일조를 하였다. | |
기업이미지의 형성과정은 무엇인가? | 이에 Winter (1976)는기업이 영위하는 제반 활동들을 통해 소비자들에게 전달할 수 있는 이미지 요인을 크게 비즈니스요인, 조직행위 요인, 사회공헌 요인의 3가지로 범주화하였다. 이와 같은 기업이미지의 형성과정은 상품에 대한 구매경험과 인지, 기업에 대한 개인적 경험, 언론보도 등을 통한 간접경험 등 다양한 경로를 통해 이미지가 형성된다. |
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