지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
초록· 키워드
오류제보하기
Country-of-origin (COO) effect has fast become a significant phenomenon in international business studies. Despite this fact, very little research conducted in the past has looked at how the COO effect has influenced consumers in South Africa. This study investigates the COO effect on South African consumers’ willingness to purchase products from northeast Asian countries, with the use of various product categories as cues. For this purpose, four hypotheses were developed, and data collected from 103 consumers in South Africa were analyzed with SPSS 20.0. The results are as follows: (1) country image had a positive relationship with intention to purchase some product categories; and (2) the interaction between country image and country familiarity had no significant effects on the intention to purchase a product. This indicates that even though maintaining a good country image and increasing familiarity with a country would promote the intention to purchase a product, their importance and influence vary depending on the product category. The findings of this study offers important theoretical and practical implications surrounding the mechanics of country image and the impact on purchase intention, which are extracted from this study along with directions for future research.
목차
등록된 정보가 없습니다.
참고문헌 (55)
참고문헌 신청
Sadrudin A. Ahmed / 2008 / Antecedents, moderators and dimensions of country‐of‐origin evaluations / International Marketing Review 25(1):75~106
Zafar U. Ahmed / 2002 / Country‐of‐origin and brand effects on consumers’ evaluations of cruise lines / International Marketing Review 19(3):279~302
Zafar U. Ahmed / 2004 / Does country of origin matter for low‐involvement products? / International Marketing Review 21(1):102~120
Aker, D. A. / 1991 / Managing Brand Equity: Capitalizing on the Value of a Brand Name / Free Press
Khalid I. Al‐Sulaiti / 1998 / Country of origin effects: a literature review / Marketing Intelligence & Planning 16(3):150~199
Zafar U. Ahmed / 2002 / Country‐of‐origin and brand effects on consumers’ evaluations of cruise lines / International Marketing Review 19(3):279~302
Zafar U. Ahmed / 2004 / Does country of origin matter for low‐involvement products? / International Marketing Review 21(1):102~120
Aker, D. A. / 1991 / Managing Brand Equity: Capitalizing on the Value of a Brand Name / Free Press
Khalid I. Al‐Sulaiti / 1998 / Country of origin effects: a literature review / Marketing Intelligence & Planning 16(3):150~199
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