Country of origin, European image, brand globalness. Effect on product evaluation and purchase intention.

Abstract

The process of product and brand evaluation has been the center of interest for many marketing researchers and managers. Theorists and practitioners have been trying to find what consumers consider while evaluating particular product and what drives their purchase decision. Product’s country of origin and globalness have been found to have an effect on perceived prestige and quality, as well as purchase likelihood. Signaling theory suggests that country of origin information and global presence of the product can be manipulated and used as a signaling cue for perceived prestige and quality. With recent Free Trade Agreement between European Union and Republic of Korea, many brands that are already successful in Europe gained the access to consumption-oriented Korean market. For many small and medium firms, common European market is the main destination of expansion because of its proximity, lack of barriers and uniform regulations and practices. FTA between European Union and South Korea by reducing trade barriers creates the opportunity for European firms to market their products in distant, dynamic and demanding market. The objective of the research is to examine if European origin and European presence has an effect on product evaluation and purchase intention. Similar with globalness, presence and recognition across large European market can signal product prestige and quality, indirectly increasing the purchase likelihood. European origin information can be especially effective in case of products from countries that do not have a high product-related country image. Building a global brand for many firms is often beyond their capabilities, and emphasizing successful expansion in European markets, similarly with globalness, might be a value-adding factor in the process of process evaluation. The research was conducted among Korean consumers through self-administered internet survey. Three groups were asked to evaluate the product based on given product and brand description and origin information (country of origin, European origin and globalness). The results has shown that European origin information acts as signaling cue and its effect is similar with the globalness of brand. European image and origin information can be used as a brand attribute in marketing activities.|제품 및 브랜드 평가 과정은 많은 마케팅 연구자와 실무자들의 주목을 받아왔다. 학계와 현업 관계자들은 소비자들이 제품을 평가하고 구매를 결정하는 과정에서 고려하는 것은 무엇인지 끊임 없이 연구해왔다. 그 과정에서 제품의 프레스티지, 품질, 그리고 구매 가능성에 원산지 이미지와 브랜드 글로벌성이 영향을 미치고 있다는 사실이 발견되었다. 신호이론에 따르면 원산지 정보와 브랜드 글로벌성은 제품의 프레스티지, 품질 판단 과정에서 신호로 작용할 수 있다는 것이다. 최근 유럽 연합과 대한민국 사이의 자유무역협정(FTA) 이후 기존 유럽 시장에서 성공을 거둔 브랜드들이 소비지향적인 한국 시장에 진입하게 되었다. 유럽 중소기업들에게 있어서 지리적으로 가깝고, 제도적•관습적 유사하며, 국가 간 무역 장벽이 없는 전체 유럽 시장은 사업 확장의 주 목적지였다. 그러나 유럽연합과 대한민국 간 FTA는 유럽 기업들에게 그들의 제품을 지리적으로 멀고, 어려운 시장에 선보일 기회를 창출해냈다. 본 연구의 목적은 유럽 원산지 이미지와 제품이 유럽시장에서 판매된다는 사실이 제품 평가와 구매 의사에 영향을 미치는지 알아보는 것이다. 글로벌성과 유사하게, 넓은 유럽 시장에서 제품이 인정받는다는 사실이 제품 프레스티지와 품질 평가에 영향을 미치고, 그리고 그것이 제품 구매 가능성을 간접적으로 증가시킬 수 있는지 확인해보고자 한다. 유럽 원산지 정보는 제품 원산지 이미지가 낮은 국가의 제품인 경우 특히 효과적으로 나타난다. 글로벌 브랜드 이미지 구축은 때때로 기업들의 능력 밖이기 때문에 유럽시장에서 성공 사례를 강조하는 것은 제품 평가 과정에 긍정적인 요인이 될 수 있다고 보았다. 본 연구는 인터넷을 통해 한국 소비자들을 대상으로 원산지 이미지, 유럽 이미지와 글로벌성, 이 세가지 영역으로 나누어 진행되었다. 결과는 유럽 원산지 정보가 신호로서, 그리고 브랜드의 글로벌성과 유사한 역할을 하는 것으로 나타났다. 유럽 이미지와 유럽 원산지 정보는 마케팅활동에서 브랜드의 또 다른 표상이 될 수 있다는 것이다.; The process of product and brand evaluation has been the center of interest for many marketing researchers and managers. Theorists and practitioners have been trying to find what consumers consider while evaluating particular product and what drives their purchase decision. Product’s country of origin and globalness have been found to have an effect on perceived prestige and quality, as well as purchase likelihood. Signaling theory suggests that country of origin information and global presence of the product can be manipulated and used as a signaling cue for perceived prestige and quality. With recent Free Trade Agreement between European Union and Republic of Korea, many brands that are already successful in Europe gained the access to consumption-oriented Korean market. For many small and medium firms, common European market is the main destination of expansion because of its proximity, lack of barriers and uniform regulations and practices. FTA between European Union and South Korea by reducing trade barriers creates the opportunity for European firms to market their products in distant, dynamic and demanding market. The objective of the research is to examine if European origin and European presence has an effect on product evaluation and purchase intention. Similar with globalness, presence and recognition across large European market can signal product prestige and quality, indirectly increasing the purchase likelihood. European origin information can be especially effective in case of products from countries that do not have a high product-related country image. Building a global brand for many firms is often beyond their capabilities, and emphasizing successful expansion in European markets, similarly with globalness, might be a value-adding factor in the process of process evaluation. The research was conducted among Korean consumers through self-administered internet survey. Three groups were asked to evaluate the product based on given product and brand description and origin information (country of origin, European origin and globalness). The results has shown that European origin information acts as signaling cue and its effect is similar with the globalness of brand. European image and origin information can be used as a brand attribute in marketing activities.