국가충성도와 국가경쟁력 향상을 위한 국가브랜드 아이덴티티수립에 관한 연구

A Study on Establishment of National Brand Identity to Improvement of National Loyalty and National Competitiveness

The purpose of this study is to identify the influences of Korean national image to the national attitude, and the influences of national attitude to the national loyalty and the intention to contribute national competitiveness. The process of this study is to identify the national brand identity through the research of national brand associations. In order to establish a framework, this study investigated previous studies about the national image, national brand identity, and national competitiveness. Based of the existing research results, this study has drawn 3 hypotheses. The statistical results are as follows. First, as a result of analyzing H1 is statistically significant. Which mean this hypothesis verified that national image give positive effect. Second, it appeared that all hypothesis from H2 to H3 was statistically significant. Which means these hypothesis(H2-H3) verify intermediary role among national image, national attitude, national loyalty and the intention to contribute national competitiveness that this study tries to figure out the effects among them. In conclusion, theoretical and managerial implications of these results related to establishment of national brand identity to retaining talents which is a factor of improvement in national competitiveness. Also, the limitation of this study and future research areas are proposed.