중국소비자의 한국 브랜드 동일시가 브랜드 아우라에 미치는 영향

This study attempted to examine how Chinese consumers’ brand identification of Korean product brands are related to brand. In other words, this study observed how Chinese consumers’ brand identification, which includes personal and social brand identification related to Korean product brands, affects the consumers’ brand aura through brand emotion. To this end, we surveyed Chinese consumers visiting Korean product(e.g. cellphone, cosmetics, clothing) shops in department stores, discount stores and large shopping malls in Beijing, Shanghai, Guangzhou and other cities in China. A total of 400 surveys were used in the empirical analysis. The results of empirical analysis confirmed that personal and social brand iidentification Chinese consumers have for Korean product brands positively affected brand emotion. Furthermore, results showed that Chinese consumers’ brand emotion of Korean product brands had a positive effect on brand aura.