한국기업 이미지가 인도 소비자들의 한국제품 평가 및 행위적 반응에 미치는 영향

• 영문명: The Effect of Korean Company Image on the Indian Consumers Evaluation of Korean products and Behavioral Responses
• 발행기관: 한국무역연구원
• 저자명: 윤성환(Seong Hwan Yoon)
• 간행물 정보: 『무역연구』제10권 제5호, 347~368쪽, 전체 21쪽
• 주제분류: 경제경영 > 무역학
• 파일형태: PDF
• 발행일자: 2014.10.31

영문 초록

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.

목차

Abstract

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 연구모형 및 가설설정

Ⅳ. 연구방법

Ⅴ. 실증분석 및 결과

Ⅴ. 결론

참고문헌

키워드

Indian Consumers Company Image Company-consumer Identification Evaluation of Korean products Behavioral Responses