중국 진출 한국 기업의 시장기반자산 - 시장성과 간의 관계에 관한 실증 연구 = An Empirical Study on the Role of Market-based Assets in Market Performance of Korean Firms in China

다국어 초록 (Multilingual Abstract)

This study is an empirical attempt to investigate the role of market-based assets in market performances of Korean firms in China. Additionally, we assessed complementarity of market-based assets in their effects on performance. Complementarity was analyzed between market-based assets and between market-based assets and non-market-based assets. Data were collected from surveys with 153 Korean firms marketing in China. Our findings indicate that market-based assets such as market partners had significant influences in market performances. In addition, significant interaction effects were found between brand and partner assets and between partner assets and non-marketbased assets. These findings support the role of market-based assets and their complementary effects to market performances in China.

참고문헌 (Reference)

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