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명품의 원산지와 브랜드 이미지가 소비자의 브랜드 평가에 미치는 영향

Title
명품의 원산지와 브랜드 이미지가 소비자의 브랜드 평가에 미치는 영향
Other Titles
The Effect of Country of Origin and Brand Image of Luxury Brand on Consumers`` Brand Evaluation
Author
김보영
Keywords
Luxury Brand; Country of Origin; Brand Image; Propensity of Conspicuous Consumption; Brand Evaluation
Issue Date
2013-07
Publisher
한국경영공학회
Citation
한국경영공학회지(Journal of the Korea management engineers society),Vol.18 No.2 [2013],p145-170
Abstract
The purpose of this study is to investigate the effects of the country of origin and the brand image of a luxury brand on consumers` brand evaluation. The moderating role of the propensity of conspicuous consumption in the effects of the country of origin and the brand image on brand evaluation is also examined. 306 survey responses were collected and analyzed for empirical validation through various statistical methodologies including structural equation modeling. The results indicate that the relative importance between the brand image and the country of origin image varies depending on the country of origin when consumers evaluate a luxury brand. The results also reveal a positive relationship between consumers` brand evaluation and the country of origin image as well as the brand image of a luxury brand. In addition, the moderating effect of the propensity of conspicuous consumption is confirmed based on empirical data analyses. Academic contributions, managerial implications, and future research directions are discussed at the end of the paper.
URI
https://www.kci.go.kr/kciportal/ci/sereArticleSearch/ciSereArtiView.kci?sereArticleSearchBean.artiId=ART001792632http://hdl.handle.net/20.500.11754/45306
ISSN
2005-7776
Appears in Collections:
GRADUATE SCHOOL OF BUSINESS[S](경영전문대학원) > BUSINESS ADMINISTRATION(경영학과) > Articles
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