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The Effects of Country of Origin Image, Brand Image and Consumer Patriotism on the Evaluation of Hybrid Product
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제조국, 브랜드이미지, 애국심이 이중국적제품의 평가에 미치는 영향

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Type
Academic journal
Author
Journal
한국질서경제학회 질서경제저널 질서경제저널 제18권 제4호 KCI Accredited Journals
Published
2015.1
Pages
169 - 191 (23page)

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cover
The Effects of Country of Origin Image, Brand Image and Consumer Patriotism on the Evaluation of Hybrid Product
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This study is interested in the impact of product related variables (country-of-origin image and brand image) and of consumer psychographic variable (patriotism) on the evaluation and the purchase intention of foreign products. The empirical study was conducted with 221 young Korean consumers. The results of this research show that variables related to the product (country- of-origin image and brand image) modify the evaluation and the purchase intention of the foreign product. First, the country of origin image was found to have a positive effect on the evaluation of the product. Second, the brand image also had a positive and significant influence on the evaluation of the product. Third, consumer patriotism had a positive effect on domestic company products produced locally. It also had partial effects on products produced in specific countries. Fourth, products from the same brand showed differences in product evaluations and purchase intentions according to their country of origin. Products produced in developed countries received higher levels of positive evaluations and stronger purchase intentions. When Japanese products were produced in China and Korea, these products showed lower evaluation rating than when they were produced in Japan. On the other hand, when Korean brand products were produced in Japan, there were no significant differences in the evaluation ratings. This result means that patriotism plays a role in the evaluation of domestic brand products by the consumers. Furthermore, we could see that Korean consumers have a positive image of Korean brand products. However, all products produced in China had lower ratings than all Korean brand products produced locally. Fifth, even products produced in the same country showed different evaluation ratings and purchase intentions according to the brand. Regardless of the country of origin, familiar brands received more positive evaluations and higher purchase intention ratings than non-familiar ones. In the case when the brand nationality and the country of origin were different, consumers showed negative evaluations when the country of origin was economically less developed than the brand nationality. Finally, the brand familiarity was discovered to be a variable that could moderate the influence that the country of origin has on product evaluations and purchase intentions. The results of this study suggest that the delocalization decisions to manufacture a product in a low cost of production country should be associated with specific marketing actions when the perception of the image of this country is weak or unfavourable in the eyes of the consumer.
#제조국이미지 #브랜드이미지 #애국심 #제품평가 #구매의도 #Country-of-Origin Image #Brand Image #Consumer Patriotism #Product Evaluation #Purchase Intention

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References (49)

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Lee, D.-J. / 1995 / The effect of the perception of process technology and country-of-manufacture favorableness on consumers’ overall brand evaluation / Advance in Consumer Research 22(1):286~291 google schola Maheswaran, D. / 1994 / Country of origin as a stereotype effects of consumer expertise and attribute strength on product evaluations / Journal of Consumer Research 21(2):354~365 google schola Marcoux, J. -S. / 1997 / The attitudes underlying preferences of young urban educated Polish consumers towards products made in western countries / Journal of International Consumer marketing 9(4):5~29 google schola Martin, I.M / 1993 / Measuring a multi-dimensional construct: country image / Journal of Business Research 28(3):191~210 google schola Mittal, V / 1995 / Does country of origin transfer between brand? / Advances in Consumer Research 22(1):292~296 google schola

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