자민족 중심주의 성향이 기업이미지와 브랜드이미지에 미치는 영향

The Effect of Ethnocentrism Propensity on Corporate Image and Brand Image

Purpose - The purpose of this study is to investigate the effect of ethnocentrism on the corporate image and brand image among the various variables affecting consumers’ evaluations and attitudes toward domestic and foreign products and purchase intention. This study analyzes the effect of corporate image and brand image on the purchase intention of domestic smartphone products and US products for Korean consumers to identify the factors that influence ethnocentrism and provide them as a basis for establishing domestic and overseas marketing strategies. Research design, data & methodology - The survey for this study was conducted during January 10th through 20th in 2018. 250 copies of the questionnaire were distributed to Korean customers. The surveyed products were Samsung and LG smartphones in Korea, and iPhone in the United States. After excluding five copies of missing and unreliable responses, 245 copies of questionnaire were used in the research analysis. This study conducted that the survey questionnaires and confirmatory analysis were used for the reliability and validity of the study. SPSS 25 version and AMOS programs were used for the analysis. Results - In this research analysis, the stronger the ethnocentrism propensity, the more positively the corporate image and the brand image are influenced, and the corporate image and brand image are also found to increase the purchase intention. Therefore, in this study, Koreans’ ethnocentrism tendency is more influenced by corporate image and brand image in purchase intention. Conclusion - The results of this study show that the ethnocentric propensity of Koreans is not consistent with the results of previous research that negatively affects the evaluation and purchasing intention of foreign products. And this suggestion is something meaningful that ethnocentrism affects Korean consumers’ evaluation and purchasing intentions of foreign products but they can not find any significant difference, even if there are other various influencing factors