대부분의 제품은 다양한 국가 구성 요소로 구성되어 있으며 국가 이미지를 사용하는 브랜드 전략이 마케팅 분야에서 널리 사용되고 있다. 소비자에게 제품의 원산지는 의사 결정에 의미 있는 고려사항이다. 이에 본 연구는 소비자가 원산지 효과의 양면차원에 따라 글로벌 브랜드를 어떻게 평가하는지에 대해 살펴보고자 함이다. 본 연구는 원산지 효과의 양면차원인 생산지 원산지와 브랜드 원산지의 상호작용과 글로벌 아이덴티티의 조절 효과를 살펴보는 것을 목표로 한다. 연구 1에서는 브랜드의 원산지와 생산지 원산지의 상호 작용 효과가 사회적 명성 차원에서 유의미하게 나타났다. 연구 2에서는 분산분석에서 브랜드 원산지와 글로벌 아이덴티티가 유의미한 주효과를 갖는 것으로 나타났다. 브랜드 원산지와 생산지 원산지의 상호작용이 사회적 명성 차원에서 유의미한 효과를 나타났고, 브랜드 원산지와 글로벌 아이덴티티의 상호작용은 혁신성과 사회적 책임에 유의미하게 영향을 미쳤다. 브랜드 원산지와, 생산지 원산지, 글로벌 아이덴티티의 삼원상호작용은 사회적 책임부분에서 유의미하게 나타나, 글로벌 아이덴티티의 조절효과가가 검증되었다. 본 연구결과는 원산지 효과를 이용하는 글로벌 브랜드 전략을 이해하고 원산지 효과 관련 문헌에 새로운 지식을 추가하는 데 기여할 수 있다. 본 연구의 학문적 실무적 시사점, 제한점 및 향후 연구 방향을 논의하였다.
대부분의 제품은 다양한 국가 구성 요소로 구성되어 있으며 국가 이미지를 사용하는 브랜드 전략이 마케팅 분야에서 널리 사용되고 있다. 소비자에게 제품의 원산지는 의사 결정에 의미 있는 고려사항이다. 이에 본 연구는 소비자가 원산지 효과의 양면차원에 따라 글로벌 브랜드를 어떻게 평가하는지에 대해 살펴보고자 함이다. 본 연구는 원산지 효과의 양면차원인 생산지 원산지와 브랜드 원산지의 상호작용과 글로벌 아이덴티티의 조절 효과를 살펴보는 것을 목표로 한다. 연구 1에서는 브랜드의 원산지와 생산지 원산지의 상호 작용 효과가 사회적 명성 차원에서 유의미하게 나타났다. 연구 2에서는 분산분석에서 브랜드 원산지와 글로벌 아이덴티티가 유의미한 주효과를 갖는 것으로 나타났다. 브랜드 원산지와 생산지 원산지의 상호작용이 사회적 명성 차원에서 유의미한 효과를 나타났고, 브랜드 원산지와 글로벌 아이덴티티의 상호작용은 혁신성과 사회적 책임에 유의미하게 영향을 미쳤다. 브랜드 원산지와, 생산지 원산지, 글로벌 아이덴티티의 삼원상호작용은 사회적 책임부분에서 유의미하게 나타나, 글로벌 아이덴티티의 조절효과가가 검증되었다. 본 연구결과는 원산지 효과를 이용하는 글로벌 브랜드 전략을 이해하고 원산지 효과 관련 문헌에 새로운 지식을 추가하는 데 기여할 수 있다. 본 연구의 학문적 실무적 시사점, 제한점 및 향후 연구 방향을 논의하였다.
Most product consists of various national components, and brand strategy using nationality images is prevalent in marketing field. Country of origin is meaningful consideration for decision making. The purpose is that how consumer evaluate the global brand depending on two-sided dimension of country...
Most product consists of various national components, and brand strategy using nationality images is prevalent in marketing field. Country of origin is meaningful consideration for decision making. The purpose is that how consumer evaluate the global brand depending on two-sided dimension of country of origin. This research aims to examine the interaction effect of two-sided country of origin and moderating effect of global identity. In study 1, two-way interaction effect of origin of brand and origin of production was significant with social prestige. In study 2, there-way ANOVA provided marginally significant main effect of origin of brand and global identity. Two-way interaction effect of origin of brand and production was significant with social prestige. Also two-way interaction effect origin of brand and global identity was significant with innovation and social responsibility. Three-way interaction of origin of brand, origin of production, and global identity was significant with social responsibility, this approved moderating effect of global identity. Results contribute to understanding global brands strategy using country of origin effect, and to adding new knowledge to the country of origin literature. Academic and practical implications, limitations, and future research directions were discussed.
Most product consists of various national components, and brand strategy using nationality images is prevalent in marketing field. Country of origin is meaningful consideration for decision making. The purpose is that how consumer evaluate the global brand depending on two-sided dimension of country of origin. This research aims to examine the interaction effect of two-sided country of origin and moderating effect of global identity. In study 1, two-way interaction effect of origin of brand and origin of production was significant with social prestige. In study 2, there-way ANOVA provided marginally significant main effect of origin of brand and global identity. Two-way interaction effect of origin of brand and production was significant with social prestige. Also two-way interaction effect origin of brand and global identity was significant with innovation and social responsibility. Three-way interaction of origin of brand, origin of production, and global identity was significant with social responsibility, this approved moderating effect of global identity. Results contribute to understanding global brands strategy using country of origin effect, and to adding new knowledge to the country of origin literature. Academic and practical implications, limitations, and future research directions were discussed.
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문제 정의
However, mostly product consists of various components from various nationalities. In this research focuses on the effect of country of origin, since it arouse brand strategy paradigm and agenda in real world. The brand strategies by using country of origin are prevalent in marketing field.
In this research we test the country of origin effect on global brand by dividing to origin of brand and origin of production. Previous literature regard country of origin as unidimensional construct, but accumulation of findings are confused and make some conflict about the direction of the effect.
The purpose of this research is that the how consumer evaluate the global brand depending on two-sided dimension of country of origin. The current research adds new knowledge to the country-of-origin literature by demonstrating that consumers respond differently to global brands.
The dimension of origin of brand and origin of production has different influence on global brand attitude. The purpose of this research is that the how consumer evaluate the global brand depending on two-sided dimension of country of origin. The current research adds new knowledge to the country-of-origin literature by demonstrating that consumers respond differently to global brands.
This research contributes to the literature on global brands by showing that the distinction between developed and emerging country, global brands is important for consumers’ brand preferences.
가설 설정
: (a) Global brand, based on origin of brand from developed countries, has more favorable brand attitude than that from developing countries. Whereas, (b) Global brand, based on origin of production from developed countries, has more favorable brand attitude than that from developing countries.
H2: Interaction effect of country of origin influences the attitude toward global brands.
H3: Global Identity moderate the relationship between country of origin and global brand attitude. Compared with consumers with low global identity, consumers with high global identity hold more positive attitudes toward global brands
제안 방법
763). After then participants responded to degree of development about ten countries (United of States of America, United of Kingdom, Germany, France, Canada, Japan, Brazil, Russia, China, India, Mexico) and familiar global brand and global product to modify experimental design for further study. Finally participants made response for demographics characteristics including age and sex.
Design of study is two way design by 2 (origin of brand: emerging vs. developed) × 2 (origin of production: emerging vs. developed) with between-subjects, and randomly assigned participants to the one of four conditions.
The purpose of study 1 is to examine the main effect and interaction effect of two country of origin. Design of study is two way design by 2 (origin of brand: emerging vs.
The purpose of study 2 is to replicate the finding of study 1 and to examine the moderating effect of global identity. Design of study is three way design by 2 (origin of brand: emerging vs.
To obtain more deeply results, we conducted item-specific analysis and took various directionally results. The results were confused, then it had difficulty to interpret directionality of the results.
성능/효과
: (a) Global brand, based on origin of brand from developed countries, has more favorable brand attitude than that from developing countries. Whereas, (b) Global brand, based on origin of production from developed countries, has more favorable brand attitude than that from developing countries.
Guo (2013) proposed that global orientation, including global consumption orientation and global identity, are key factors uoaccounting for the brand attitude. These key findings of this research are following: 1) Consumers’ global orientation positively influences their attitudes toward global brands of developed-country origin, 2) Ethnocentrism negatively influences their attitudes toward these brands, but this effect diminishes for consumers with high global identity.
Finally three-way interaction of origin of brand, origin of production, and global identity was significant only by using social responsibility as dependent variable ((F(1,52)=4.747, p<.05).
Overall, consumer who had high global identity has favorable brand attitude than low identity, and developed origin brand presented a little favorable brand attitude. Interesting findings was the influence of global identity in developed country origin brand, when brand made in developed country consumer who had low global identity had positive brand attitude than high global identity; whereas brand made in emerging country consumer who had high global identity had positive brand attitude than low global identity. At the results, moderating effect of global identity was approved and hypothesis 3 was supported conditionally.
Results of degree of development suggested that three countries – United of State of America (mean=86.48), United of Kingdom (mean=84.06), Germany (mean=83.48) – had higher developed nationality image, but other three countries – Mexico (mean=40.98), India (mean=43.54), China (mean=47.21) – had lower developed nationality image.
Six items, “Global brands from developed countries tend to have higher quality than those from developing countries”, “Global brands from developed countries tend to have higher social prestige than those from developing countries”, “Global brands from developed countries tend to have more innovations than those from developing countries”, “Global brands from developed countries tend to be more socially responsible than those from developing countries”, “Global brands from developed countries tend to be more attractive than those from developing countries”, and “I like global brands from developed countries more than those from developing countries” are combined into global brand attitude measure (α=0.763).
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