항공사 브랜드의 원산지이미지 효과에 관한 연구 - 소비자 자민족중심주의를 중심으로 한 중국과 일본관광객 간의 비교 - (Effects of Consumer Ethnocentrism on The Image of Country of Airline Brand in Korea - A Comparative Analysis of Tourists from China and Japan -)

서지정보

· 발행기관 : 한국호텔리조트학회
· 수록지 정보 : 호텔리조트연구 / 16권 / 1호 / 151 ~ 173페이지
· 저자명 : 안대천, 김미정, 왕진

초록

This study examines the structural relationships between consumer ethnocentrism, brand image of country of origin, brand attitude, and purchase intention of airline services. The difference in consumer ethnocentrism and its effect on brand image of country of origin is also examined between Chinese and Japanese tourists in Korea. The results from a sample of 400 potential tourists show that ethnocentrism influences brand image of country of origin, which in turn influences brand attitude and purchase intention. In addition, Chinese and Japanese tourists differ in the degree of ethnocentrism and its effect on brand image of country of origin. These findings suggest that airline marketers should recognize the role of consumer ethnocentrism in the development of brand image of country origin and the cross-cultural difference in the effect of ethnocentrism between China and Japan.
Ethnocentrism-based customized marketing strategies are recommended for airline marketers, too.

영어초록

This study examines the structural relationships between consumer ethnocentrism, brand image of country of origin, brand attitude, and purchase intention of airline services. The difference in consumer ethnocentrism and its effect on brand image of country of origin is also examined between Chinese and Japanese tourists in Korea. The results from a sample of 400 potential tourists show that ethnocentrism influences brand image of country of origin, which in turn influences brand attitude and purchase intention. In addition, Chinese and Japanese tourists differ in the degree of ethnocentrism and its effect on brand image of country of origin. These findings suggest that airline marketers should recognize the role of consumer ethnocentrism in the development of brand image of country origin and the cross-cultural difference in the effect of ethnocentrism between China and Japan.
Ethnocentrism-based customized marketing strategies are recommended for airline marketers, too.

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