원산지 인식도 정확성에 따른 브랜드 평가 영향 분석

Abstract

Although country-of-origin (COO) effect has been widely examined in previous researches, the essential issue- whether consumers can correctly identify brand’s true origin, and therefore affect their behavior outcomes- as proposed in existing studies was not much discussed. Except for consumers’ limited COO knowledge, international marketing strategies also contribute to COO misclassification. Thus, in this study, the researcher investigated the consequence of COO misclassification and non-classification on evaluating one brand. In addition, to further understand other external factors moderating COO effect, brand familiarity and product knowledge are also used as variables. Data were collected from 178 respondents in Hanyang university and used to assess Korean consumers’ ability to classify the origins of notebook brands and the following evaluation with these brands. Three Taiwanese brands ( ASUS/ Acer/ MSI) were used. The findings indicate any misclassification (favorite/adverse) and non-classification lead to losses of brand evaluation. Furthermore, negative COO effect can be abated via enhancing the level of consumers’ familiarity with a brand and the level of product knowledge. Finally, the study suggested that increasing the level of familiarity helps consumers recognize correct brand origin, which then will benefit consumers’ perceived quality with a brand and attitudes toward a brand.