원산지 이미지가 브랜드자산 모형에 미치는 영향: 브랜드 인지도와 지각된 품질의 매개효과를 중심으로

초록

Trade liberalization which had progressed so slowly under the WTO system began to speed up as FTA in the region or between the bilateral nations replaced the old system. It has made the nations’ markets open widely, which becomes almost a global big market. However, so many products of brands in the market induce consumers to use various kinds of information about themselves in order to be purchased by customers. In global market the brand equity is recognized as a method which enhances international competitiveness of its own enterprise by differentiating itself from competing enterprises and as an important resource which can create sustainably competitive advantage. Enterprises are increasingly focusing on country-of-origin effect’s attributes in order to form brand images matching their products and to elevate brand awareness differentiated from competitors’ products. And they have endeavored to turn up customers’ loyalty to repurchase their products through brand equities’ direct effects or mediation effects. This study attempts to explore the effects of country-of-origin image on brand loyalty directly or indirectly through brand equity constructs such as brand awareness and perceived quality. 5 hypothesis are established for the study. Research model is shown on the right. For this research, we selected as analysis objects the famous brand beer products from 4 countries that are fiercely competing in Korean domestic market and have carried out survey about them, then executed factor analysis and regression analysis on integrated data and each brand data by Amos program. Results in the integration model represent that country-of-origin image does not affect brand loyalty directly, while influencing brand awareness which has considerable mediating role in the relationship between country-of-origin image and brand loyalty. And brand awareness and perceived quality are found to have considerably positive effects on brand loyalty of beer consumers. However, country-of-origin image does not affect perceived quality directly. On the whole, analysis result shows that country-of-origin image affects brand awareness which affects brand loyalty. And country-of-origin image does not affect perceived quality which affects brand loyalty, which means that perceived quality are not built by country-of-origin image. Results in the individual model show that H4 (Brand Awareness → Brand Loyalty) is rejected as to Cass (Korea), H2 (Country-of-Origin Image → Perceived Quality) and H4 are rejected to Budwiser (U.S.), H3 (Country-of-Origin Image → Brand Loyalty) is rejected to Asahi (Japan) and H1 (Country-of-Origin Image → Brand Awareness), H2 and H3 are rejected to Corona (Mexico).

키워드