THE EFFECT OF PRODUCT IMAGE ON COUNTRY IMAGE: THE CASE OF SOUTH KOREA

2014 ◽  
Author(s):  
Jay Sang Ryu ◽  
◽  
Mikael Andéhn ◽  
Patrick L’Espoir-Decosta
Keyword(s):  
South Korea ◽  
Country Image ◽  
Product Image

scholarly journals Variables that affect the purchase intention of Peruvian gastronomy

2017 ◽  
Vol 9 (1) ◽  
pp. 114
Author(s):  
Gina Pipoli de Azambuja
Keyword(s):  
Graduate Students ◽  
Purchase Intention ◽  
Qualitative Method ◽  
Country Image ◽  
Positive Relation ◽  
Intent To Purchase ◽  
Survey Technique ◽  
Product Image ◽  
Product Familiarity ◽  
Different Levels

The purpose of the research is analyze the association of the purchase intention of Peruvian gastronomy with the following set of variables: the country image of Peru, the gastronomy’s product image, the familiarity with Peru, and the gastronomy’s product familiarity. Such association has not been studied for country familiarity variable, and for Peruvian gastronomy. A qualitative method to compile the primary information and the survey technique was used. Additionally, a questionnaire of closed questions was applied to undergraduate and graduate students in two selected samples that correspond to the consumers of two countries with different levels of familiarity with Peru: United States whose level of familiarity is high and France whose level of familiarity is low. It was concluded that there is a positive relation between the intent to purchase of Peruvian gastronomy with the country image of Peru, the gastronomy’s product image, the familiarity with Peru, and the gastronomy’s product familiarity. In addition, the country image of Peru is statistically significant associated with purchase intention of Peruvian gastronomy for the case of foreign consumers with high and low familiarity with Peru.

Removing Negative Country Images: Effects of Decomposition, Branding, and Product Experience

1993 ◽  
Vol 1 (4) ◽  
pp. 25-48 ◽  
Author(s):  
David K. Tse ◽  
Wei-na Lee
Keyword(s):  
Production Costs ◽  
Country Image ◽  
Production Lines ◽  
Product Experience ◽  
Global Brands ◽  
Global Branding ◽  
Product Image ◽  
Psychological Mechanism ◽  
Origin Effect ◽  
Made In

This article reports two studies on how negative country images can be removed by investigating the effects of decomposing country image into component and assembly origins, as well as the effects of global branding and product experience. Study 1 examines the psychological mechanism consumers use when a country image is decomposed into component and assembly origins. Study 2 extends the effect of decomposing country image to the context of global brands and product experience. It was found that subjects do not seem to differ either in the psychological mechanism they use or in their confidence in evaluating a product which is “made in “ a country versus a product which has its “components from” and “is assembled in” the same country. As hypothesized, the effect of country image was weakened when it was decomposed. A strong positive brand was found to override negative assembly origin effect. After the product experience, the component origin effect was also removed. These findings suggest that when manufacturers lower their production costs by globalizing their production lines, they may simultaneously benefit from having a positive product image.

Relationships among the Country Image, Product Image and Purchase Intention

2010 ◽  
Vol 10 (12) ◽  
pp. 267-273 ◽  
Author(s):  
Jian-Yong Xiong ◽  
Yan-Yan Wu ◽  
Won-Kyum Kim
Keyword(s):  
Purchase Intention ◽  
Country Image ◽  
Product Image

A study of the Chinese consumers’ product-country image of Spain

2017 ◽  
Vol 29 (5) ◽  
pp. 947-977 ◽  
Author(s):  
Haritz Gorostidi-Martinez ◽  
Weimin Xu ◽  
Xiaokang Zhao
Keyword(s):  
Private Sector ◽  
Personal Data ◽  
Country Image ◽  
Chinese Market ◽  
Chinese Consumers ◽  
Product Price ◽  
Content Type ◽  
Research Results ◽  
Product Image ◽  
Public And Private Sector

Purpose As part of a cross-cultural research, the purpose of this paper is to provide further insights into the existing product-country image (PCI) of the Chinese consumers’ perceptions of Spain, its products, and its people, thereby providing an overall contemporary Spanish PCI within the Chinese market. Design/methodology/approach In total, 215 valid structured questionnaires were gathered throughout China. Following a pre-investigation of 259 usable questionnaires, a 52-item construct was drawn from the existing widely used PCI item scales, designing a structured PCI construct, covering: “country image,” “personal image,” “product image,” “general knowledge about Spain,” and “personal data.” Findings The study provides: a PCI pre-investigation research results as well as a literature review on PCI topic; research results for the five hypotheses concerning Chinese citizens’ view of Spanish product price, quality, technicality, inventiveness, and known brands view; descriptive statistics as well as result graphs for each of the covered PCI sections; our PCI construct variable correlations with the tested five product image variables; and general implications. Research limitations/implications Standardizing PCI longitudinal studies, as well as focusing on how the Spanish Government and private sector should determine the long-term criteria to facilitate a clearer representation of the Spanish PCI evolution within the Chinese market, is advised. Originality/value The current study intends to capture insights for Spain and other country’s public and private sector decision makers to better integrate market and non-market strategies. The results would further assist delineating strategies to avoid the liability of foreignness of Spanish organizations within China.

A review of Spanish consumers’ product-country image of China

2017 ◽  
Vol 29 (3) ◽  
pp. 589-615 ◽  
Author(s):  
Haritz Gorostidi-Martinez ◽  
Weimin Xu ◽  
Xiaokang Zhao
Keyword(s):  
Personal Data ◽  
Future Research ◽  
Country Image ◽  
Public And Private ◽  
Content Type ◽  
Future Research Agenda ◽  
Private Organizations ◽  
Product Image ◽  
Image Variables ◽  
Data Informed

Purpose The purpose of this paper is to facilitate and clarify the perceptions of Spanish consumers towards China, its people, and its products, while outlining the overall contemporary Chinese product-country image (PCI) within the Spanish market. Design/methodology/approach A 52-item construct was adapted from former PCI scales from cross-cultural equivalence, including “country image”, “personal image”, “product image”, “general knowledge about China”, and “personal data”. Overall, 215 valid structured questionnaires were gathered. Findings The current study provides: a PCI literature review; hypotheses results concerning Spanish citizens’ views of Chinese products’ price, quality, technicality, inventiveness, and known brands concepts; descriptive statistics and results graphs for each of the PCI sections; and correlations of other variables with the five product image variables within the construct. Research limitations/implications Implementing standardized, longitudinal consumer studies that facilitate better comprehension of PCI evolution within a specific market emerged as a future research agenda. Originality/value The data informed both the Chinese public and private organizations’ managers of the importance of adapting to the market and non-market environments within Spain to avoid the liability of country of origin effect.

Country image, product image and consumer purchase intention: Evidence from an emerging economy

2012 ◽  
Vol 21 (6) ◽  
pp. 1041-1051 ◽  
Author(s):  
Cheng Lu Wang ◽  
Dongjin Li ◽  
Bradley R. Barnes ◽  
Jongseok Ahn
Keyword(s):  
Purchase Intention ◽  
Emerging Economy ◽  
Country Image ◽  
Consumer Purchase Intention ◽  
Product Image

Utilizing country image and well-known products for less-known products

2017 ◽  
Vol 29 (5) ◽  
pp. 933-946 ◽  
Author(s):  
Hongjoo Woo ◽  
Byoungho Jin ◽  
Bharath Ramkumar
Keyword(s):  
South Korea ◽  
Cell Phones ◽  
Relevant Literature ◽  
Product Category ◽  
Past Research ◽  
Halo Effect ◽  
Limited Attention ◽  
Country Image ◽  
Developed Country ◽  
Content Type

Purpose Country image determines consumers’ beliefs toward the country’s products, through halo effect. While the relevant literature is predominantly focused on the context of well-known products from traditionally leading exporters, the purpose of this paper is to examine the two levels of halo effect (i.e. country image as halo and a well-known product category as halo) on a less-known product category from a recently developed country. Design/methodology/approach The purpose of study was carried out by using a quantitative approach. Survey responses were collected from 253 US consumers who are aged between 18 and 67 years. This study only examined South Korea and used the two selected product categories (i.e. cell phones and apparel) as samples for the study. Findings The results of a series of regression analyses confirmed that the positive images of South Korea and Korean cell phones served as halo, thereby enhancing the respondents’ beliefs toward Korean apparel, which is a less-known product category that they have not yet experienced. Further, the respondents’ positive beliefs toward both cell phones and apparel increased their purchase intentions of those two products. Research limitations/implications The findings of this study imply that the general country image and the country’s well-known product images are critical in introducing the country’s less-known product to foreign markets. Originality/value The originality of this study lies in its unique focus on relatively less-known product category of a recently developed country (i.e. Korean apparel), which received limited attention in the past research. This study is also one of the few attempts to examine the role of a country’s well-known products on the country’s less-known products, another level of halo effect in country image.

The expanded halo model of brand image, country image and product image in the context of three Asian countries

2019 ◽  
Vol 31 (4) ◽  
pp. 773-790 ◽  
Author(s):  
Hongjoo Woo
Keyword(s):  
Design Methodology ◽  
Brand Image ◽  
Global Market ◽  
Country Image ◽  
Asian Countries ◽  
Image Model ◽  
Content Type ◽  
Product Image ◽  
General Product ◽  
Survey Approach

Purpose The purpose of this paper is to examine an alternate halo model across the context of South Korea, China and India, and provide expanded interrelationships among their major brands’ brand images, country images, general product images and category-specific images (electronics and fashion handbags). Design/methodology/approach The proposed hypotheses in the alternate halo model were tested through a quantitative (survey) approach. Findings The results of analyzing 305 American consumers’ responses suggest theoretical and marketing implications for Asian countries in utilizing brand image effect and cross-category halo effects in marketing products in the global market. Originality/value The study proposes an alternate country image model that can be applied to the context of Asian countries with relatively immature country image, which is expanded from the traditional models in literature.

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