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Modeling the differential effects of brand image and country-of-manufacture on Korean consumers' purchasing behavior of hybrid products (Моделирование дифференцирующих эффектов имиджа бренда и страны изготовления на покупательное поведение корейских потребителей при покупке гибридных продуктов).

Опубликовано на портале: 25-12-2003
Подтип: PhD
Тематические разделы: Менеджмент, Маркетинг

A comprehensive model was proposed to explain the relative importance of country-of-manufacturer (COM) and brand image on product evaluation, attitudes, and purchase intention for hybrid products on the basis of quality dimensions identified in the current study (ease of use, design, performance, serviceability, brand prestige, and technical prestige) and the theory of reasoned action (Fishbein & Ajzen 1975). The current study also proposed models of the differential effect of COM and brand image on the quality perception of hybrid products using brand and COM familiarities as moderating variables. Based on information gathered from focus group interviews with Koreans, quantitative survey instruments were designed including three products, Canon cameras made in Japan versus China, Lucky Gold TVs made in S. Korea versus Malaysia, and Ralph Lauren sweaters made in the U.S. versus Mexico. Data were collected from Korean consumers living in Korea over a five-week period during June and July 1997. 456 questionnaires collected, yielding an 82 percent response rate. The results of structural equation modeling (EQS 5.1) indicated that regarding TVs and cameras, brand image was more important than COM in most decision-making processes for Korean consumers. Moving production facilities to developing countries, however, was found to damage performance evaluation, prestigious brand and technical images, and attitudes toward purchasing the product. For sweaters, the brand image strongly influenced Korean consumers' product evaluations, attitude formations, and even purchasing intention, while COM had little influences on these processes. The current study failed to test the moderating effects of brand and COM familiarities on the relationships among COM, brand image and quality perception. Because the brands employed in this study were well known to Korean consumers, it was unable to identify a group of low brand familiarity. Based on these findings, managerial implications were provided. The international managers in electronic industry should be cautious about their sourcing from developing countries even for companies with favorable brand images. For international apparel managers, on the other hand, country-sourcing considerations become less significant for strong and favorable apparel brands. Limitations of the study and recommendations for future studies were provided.