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Relationship among China’s country image, corporate image and brand image: A Korean consumer perspective

Qingji Fan (Business College, Yangzhou University, Yangzhou, China)

Journal of Contemporary Marketing Science

ISSN: 2516-7480

Article publication date: 22 July 2019

Issue publication date: 12 August 2019

1859

Abstract

Purpose

The purpose of this paper is to investigate the effect of China’s image as a country on consumers’ evaluations of brands. Drawing on the literature pertaining to country images and country-of-origin effect, a research model was developed to evaluate country image, corporate image and brand image.

Design/methodology/approach

To test the model and investigate the effects of country, corporate and brand image on brand attitude and purchase intention, a survey was conducted that examined Korean consumers’ attitudes toward well-known Chinese brands.

Findings

China’s country image was found to comprise four dimensions: political image, economic image, citizen image and country relationship image. Country image had a direct positive effect on brand attitude, and through brand attitude, country image had an indirect positive effect on purchase intention. Corporate image and brand image had a positive effect on brand attitude and a direct positive effect on purchase intention. In addition, country image had a positive effect on corporate image, while through corporate image, country image had an indirect positive effect on brand image.

Originality/value

These findings not only offer theoretical evidence for research on China’s country image, but also provide empirical evidence to support the “going global” strategies of Chinese enterprises.

Keywords

Citation

Fan, Q. (2019), "Relationship among China’s country image, corporate image and brand image: A Korean consumer perspective", Journal of Contemporary Marketing Science, Vol. 2 No. 1, pp. 34-49. https://doi.org/10.1108/JCMARS-01-2019-0006

Publisher

:

Emerald Publishing Limited

Copyright © 2019, Emerald Publishing Limited

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