브랜드 신뢰도가 글로벌 브랜드 및 국내 브랜드의 소비자 평가에 미치는 영향: 한국과 미국 소비자의 실용적, 쾌락적 제품에 대한 인식을 중심으로

초록

Consumers' consumption patterns and behaviors are changing due to the long-term COVID-19, and the importance of brand credibility is growing in an uncertain environment. In this study, the effect of the global and domestic brand’s credibility on consumer purchase intention was analyzed. Beer was selected as a hedonic product and furniture was selected as a utilitarian product that well reflect the lifestyle change after COVID-19, respectively. This study also examined perceived brand globalness, perceived local iconness, and brand authenticity of two distinct consumer groups (Korea & USA) and investigated their relationships with brand credibility. It was found that brand credibility has a positive direct effect on purchase intention and significantly mediated perceived brand globalness, perceived local iconness and brand authenticity to purchase intention. Throughout multi-group analysis, the differences between global brand and domestic brand, Korean consumers and American consumers, and beer and furniture were analyzed. This study has its importance as it extensively analyzes global and domestic brand’s role of credibility in two distinct markets and expands previous studies by discovering differences in brand origins and product categories.

키워드