Impacts of South African Consumer Cultural Openness on Country Image and Product-Country Image of South Korea

• 발행기관: 한국무역연구원
• 저자명: 이유경(You-Kyung Lee) Charles Arthur Robb
• 간행물 정보: 『무역연구』제17권 제4호, 1~18쪽, 전체 18쪽
• 주제분류: 경제경영 > 무역학
• 파일형태: PDF
• 발행일자: 2021.08.30

국문 초록

Purpose - To contribute to the country-of-origin literature, this study aims to test the relationships between cultural openness, country image (cognitive and affective) and product-country image in an emerging market using products originating from South Korea. To shape existing research, this study also hopes to further differentiate between cognitive and affective country image. Design/Methodology/Approach - A Partial Least Squares (PLS) procedure was introduced to test a questionnaire obtained from a sample of 335 South African consumers. Four constructs were included in the study including, product-country image, cognitive county image, affective country image, and cultural openness. Data were collected using an intercept technique at shopping centers around the country. The mediating effects of country image and subsequent hypotheses were also tested using a structural model. Findings - Results from the analysis confirm that cultural openness plays an important role in increasing both affective, cognitive country image, and product-country image. Findings also provide support for the influence of affective country image on product-country image. However, there was no support found for the effect of cognitive country image on product-country image. Research Implications - Literature regarding the country-of-origin effect has remained imperative as firm’s export to new markets. While literature on the above mentioned topic remains fragmented in its presentation of country image and product-country image, the present study has responded to the research call to develop a more structured understanding of the constructs. Additionally, the current research has introduced country image as a multidimensional construct and used a novel approach of including cultural openness as a factor in country-of-origin literature.

영문 초록

Affective Country Image;Cognitive Country Image;Cultural Openness;Product-Country Image

목차

Ⅰ. Introduction

Ⅱ. Literature Review

Ⅲ. Research Model and Hypotheses

Ⅳ. Methodology

Ⅴ. Results

Ⅵ. Discussion and Conclusion

References