한국의 국가이미지에 미치는 기업이미지와 기업신뢰의 영향에 관한 탐색적 실증연구

다국어 초록 (Multilingual Abstract)

As to the main current of the existing researches on the country of origin, it is the product-country of origin that they have researched with priority given to the national characteristics, product characteristics, consumer characteristics and brand characteristics. It has been very uninterested in the empirical test to include the corporate trust and culture difference and to make a close investigation into effective relation between the country image and the corporate image for the country of origin. Therefore, in this research, we are offering the politic and practical contribution through the exploratory research as extending the theoretical learning realm on the country of origin by using a concept of country and corporate image. This research meets with empirical results in pursuit of aim as below mentioned.
Firstly, an analysis of the empirical test, found out that the corporate image has influence upon the country image significantly. So, it contributes academically to extend the theoretical learning realm on the country image by studying the way that the government and the corporate can improve their country image and their corporate image. Secondly, The mediating effects show that the corporate image has influence on the country image more as the corporate trust is bigger. It also evidences that the corporate trust which it is a direct effect has significantly positive influence upon the country image which it is a dependent variable. We come up to that the corporate trust is the important variable to influence the country image significantly in the mediating effects as well as the direct effects.

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