국가이미지와 브랜드개성이 상해 소비자들의 한국제품 선택에 미치는 영향

다국어 초록 (Multilingual Abstract)

This study researches directly and indirectly on how country image and brand personality, influence the Shanghai consumer's Korean Products selection - preference and purchase intention - and reports the strategic implications of its findings. From the Shanghai consumers viewpoints, the researcher seeks to determine how country image and brand personality influence Korean Products selection.
The strategic implications of this study is as follows: brand personality presents as a symbolic aspect that accounts for a significant amount of differences in the Shanghai consumer's Korean Products selection. Throughout this study, it can be acutely recognized that brand personality in relation to its symbolic aspect has an important influence on the Shanghai consumer's Korean Products selection.
This study suggests the necessity of effort to develop representative brands with a unique personality in connection with a country image. As, brand personality adds brand identity to reliability and makes for a stronger brand in Chinese markets.