Relationship among China’s country image, corporate image and brand image: A Korean consumer perspective
Journal of Contemporary Marketing Science
ISSN: 2516-7480
Article publication date: 22 July 2019
Issue publication date: 12 August 2019
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