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학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
초록· 키워드
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It seems common sense that a product’s country-of-origin affects consumers’ purchase decisions. Nonetheless, prior studies do not satisfactorily address how postentry branding strategy affects consumer purchase intentions in a country-related product association context. Based on the perspective of country-of-origin, the current study aims to explore the effect of postentry branding strategy on consumer purchase intentions in a country-related product association context. An experimental study is conducted in a host country market with country-related product associations in terms of cars. A 3 (postentry branding strategies: foreign brand, and foreign-local co-brand, and local-foreign co-brand) × 2 (country-related product associations: strong favorable vs. unfavorable) between-subjects factorial design is used. The results of the experiment present that in a low country-related product association, consumers prefer the foreign products with local-foreign co-brands to ones with the other brand types. In contrast, in a high country-related product association, there is little difference of consumers’ purchase intention among postentry branding strategies. The present study provides empirical evidence on how country-related product associations can affect consumers’ purchase intention of foreign products with respect to the types of postentry branding strategies. The study proposes that international marketerscarefully seek out postentry branding strategies appropriate to the country-related product associations in order to yield positive outcomes in a host country market.
목차
등록된 정보가 없습니다.
참고문헌 (28)
참고문헌 신청
Sharma, P. / 2011 / Country of Origin Effects in Developed and Emerging Markets : Exploring the Contrasting Roles of Materialism and Value Consciousness / Journal of International Business Studies 42(2):285~306
Singh, S. N. / 1993 / The Effects of Length, Content, and Repetition on Television Commercial Effectiveness / Journal of Marketing Research 30(1):91~104
Sternthal, B. / 1994 / Principles of Marketing Research / Blackwell Publishers :195~223
Swaminathan, V. / 2007 / ‘My’ Brand or ‘Our’ Brand : The Effects of Brand Relationship Dimensions and Self-Construal on Brand Evaluations / Journal of Consumer Research 34(2):248~259
Verlegh, P. W. J. / 1999 / A Review and Meta-Analysis of Country-of-Origin Research / Journal of Economic Psychology 20(5):521~546
Singh, S. N. / 1993 / The Effects of Length, Content, and Repetition on Television Commercial Effectiveness / Journal of Marketing Research 30(1):91~104
Sternthal, B. / 1994 / Principles of Marketing Research / Blackwell Publishers :195~223
Swaminathan, V. / 2007 / ‘My’ Brand or ‘Our’ Brand : The Effects of Brand Relationship Dimensions and Self-Construal on Brand Evaluations / Journal of Consumer Research 34(2):248~259
Verlegh, P. W. J. / 1999 / A Review and Meta-Analysis of Country-of-Origin Research / Journal of Economic Psychology 20(5):521~546
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