한국기업 이미지가 인도 소비자들의 한국제품 평가 및 행위적 반응에 미치는 영향

The Effect of Korean Company Image on the Indian Consumers Evaluation of Korean products and Behavioral Responses

This study delves into company-consumer identification and how this influences behavioral responses of Indian consumers relative to their patronage of products manufactured by Korean companies. Possible influences on company-consumer identification generated by two different factors of corporate image, namely, corporate ability and corporate social responsibility are likewise explored through Structural Equation Modeling. Results showed that both corporate ability and corporate social responsibility turn out to both positively influence company-consumer identification. In addition, company-consumer identification by Indian consumers induces positive influences on Korean products, which in turn induces positive influences on Indian consumers behavioral responses. These results suggest that in the future the Korean companies already settled in India not only need to enhance corporate ability but also have to exert efforts on corporate social responsibility in order to improve their continuous and long-term relationship with Indian consumers.