해외다국적기업 제품에 대한 국가이미지와 브랜드이미지가 브랜드충성도와 성과에 미치는 영향에 관한 실증연구

다국어 초록 (Multilingual Abstract)

We empirically tried to explore the country image, brand image, brand royalty, satisfaction and re-purchase intention through path analysis. the purpose of this study is to identify reliability analysis, factor analysis and path analysis above variables by SPSS 12.0 and AMOS 4.0.
Our findings cleary demonstrated as following. Firstly, In the foreign product, we investigated that which of both the country image and the brand image comparatively effect on brand loyalty, satisfaction and re-purchase intention. As a result, both macro and micro country images have a positive influence on the brand image. Moreover, brand images have a positive effects on the satisfaction and re-purchase intention. Secondly, In the United States does not accepted the fact that the positive effect of the partnership factor on micro country image.
Finally, In the samples of American automobile, the empirical results clearly revealed that hypothesis H1, H2, H5, H6 were significantly supported, Whereas, hypothesis H3, H4, H7, H8, H9 were rejected. Consequently, the promotion strategy of brand image is definitely recommended in korean automobile markets in order to enhance firms' own performance.