Brand Name의 현지화, 광고모델 이미지 및 원산지 이미지가 중국소비자의 한국산 화장품 제품평가에 미치는 영향

초록

Rapid growth of Chinese cosmetic market led to global big market next to U.S market. Foreign brands consist of 80% of the Chinese cosmetic market, while made-in-Korea cosmetics’ market share remains at 5%. With Korean cosmetic amicable image of country-of-origin by the rise of ‘Korean wave’, Korean cosmetic firms may need to develop and carry out more strategic and effective marketing plans about celebrity advertising models and localized chinese brand names to tailor Chinese consumers’ taste and preference and to enlarge the their products’ market size. The purposes of this study are to analyze 1) the effects of localized brand names, images of Korean advertising celebrity models and country-of-origin image on Chinese consumers’ choice behaviors 2) whether Korean country-of-origin image has moderating effects each with localized brand names and advertising celebrity model image. Analysis results show that each of four differentiated localized brand name, images of advertising celebrity model image and Korea’s country origin image has significantly positive effects on Chinese consumers’ product evaluation. In addition, image of Korean country-of-origin image has moderating effects with images of advertising celebrity models on Chinese consumers’ choice behaviors.

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