A Study on Korea Country Image and Cosmetics Brand Image in Vietnam Market by the Korean Wave

2015 ◽  
Vol 17 (3) ◽  
pp. 73-91 ◽  
Author(s):  
Jehong Lee
Keyword(s):  
Brand Image ◽  
Country Image ◽  
Korean Wave

Relationship among China’s country image, corporate image and brand image

2019 ◽  
Vol 2 (1) ◽  
pp. 34-49 ◽  
Author(s):  
Qingji Fan
Keyword(s):  
Purchase Intention ◽  
Brand Image ◽  
Brand Attitude ◽  
Corporate Image ◽  
Country Image ◽  
Chinese Enterprises ◽  
Content Type ◽  
Four Dimensions ◽  
Theoretical Evidence ◽  
Positive Effect

Purpose The purpose of this paper is to investigate the effect of China’s image as a country on consumers’ evaluations of brands. Drawing on the literature pertaining to country images and country-of-origin effect, a research model was developed to evaluate country image, corporate image and brand image. Design/methodology/approach To test the model and investigate the effects of country, corporate and brand image on brand attitude and purchase intention, a survey was conducted that examined Korean consumers’ attitudes toward well-known Chinese brands. Findings China’s country image was found to comprise four dimensions: political image, economic image, citizen image and country relationship image. Country image had a direct positive effect on brand attitude, and through brand attitude, country image had an indirect positive effect on purchase intention. Corporate image and brand image had a positive effect on brand attitude and a direct positive effect on purchase intention. In addition, country image had a positive effect on corporate image, while through corporate image, country image had an indirect positive effect on brand image. Originality/value These findings not only offer theoretical evidence for research on China’s country image, but also provide empirical evidence to support the “going global” strategies of Chinese enterprises.

The role of Korean prototypical brand image in shaping country image and quality evaluations: a cross-cultural examination

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Byoungho Ellie Jin ◽  
Heesoon Yang ◽  
Naeun Lauren Kim
Keyword(s):  
National Culture ◽  
Structural Equation ◽  
Brand Image ◽  
Positive Influence ◽  
Two Dimensions ◽  
Moderating Effect ◽  
Equation Modeling ◽  
Country Image ◽  
Chinese Consumers ◽  
Content Type

PurposeBuilt on the prototype and cue theories, the purpose of this study is to understand how a country's prototypical brand, a corporate brand that most consumers associate with a country (e.g. Samsung), contributes to forming two dimensions of country image – overall country image (i.e. macro country image) and product-specific country image (i.e. micro country image) – and how country image impacts the product quality evaluations of Korean cosmetics, along with the moderating effect of national culture.Design/methodology/approachData were collected from 491 US and Chinese consumers ages 20 and older and analyzed using structural equation modeling.FindingsThe findings confirmed the positive influence of prototypical brand image on macro and micro country image. Macro country image also had a positive effect on micro country image. However, only micro country image yielded a positive influence on the quality evaluations of Korean cosmetics. Analyses of the moderating effect of national culture showed that the positive influence of prototypical brand image on macro and micro country image was found to be stronger in China than in the US.Originality/valueThese findings provided new theoretical perspectives for country image studies, and practical insights for companies and governments, especially those in countries whose country image is less distinctive, to help develop effective marketing strategies.

How brand image, country of origin, and self-congruity influence internet users' purchase intention

2013 ◽  
Vol 41 (4) ◽  
pp. 599-611 ◽  
Author(s):  
Chih-Ching Yu ◽  
Pei-Jou Lin ◽  
Chun-Shuo Chen
Keyword(s):  
Purchase Intention ◽  
Brand Image ◽  
Positive Impact ◽  
Country Of Origin ◽  
The Internet ◽  
Country Image ◽  
Luxury Brands ◽  
Internet Users

In this study we explored the influence of country of origin (COO), brand image, and self-congruity on consumers' purchase intention of luxury brands via the Internet. We found that: (a) consistency in the country of origin (COO), self-congruity, and brand image had a positive impact on purchase intention; (b) inconsistency between the country of brand and the country of manufacture, and consistency in the country image increased the influence of brand image on purchase intention when the brand image was weak; (c) inconsistency in the country image decreased the influence of brand image on purchase intention when the brand image was weak; and (d) consistency in COO influenced purchase intention more strongly than did self-congruity.

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