제품유형별 브랜드 원산지이미지와 브랜드 연상지식에 관한 연구- 소비자 자민족중심주의성향 정도에 따른 상호조절효과 중심으로 - = A Study on the influences of COO image on Brand Association Knowledge in Utilitarian and Hedonic product - Focused on the moderating effect of Consumers' ethnocentrism -

다국어 초록 (Multilingual Abstract)

This study conducted to examine how consumer's perception of COO(Country of (Brand) Origin) image affects brand association knowledge, how coo image and brand association knowledge affect buying intention, how these relationship differs in hedonic and utilitarian products and the moderating effect of consumer's ethnocentrism in the influence of brand association to buying intension. The results indicated the followings: First, it was significant COO Image affect brand association knowledge, more strong significant in Hedonic products than in utilitarian products. But it was not supported COO Image affect buying intension significantly. Second, Brand association knowledge affected buying intention significantly. And the last, consumer's ethnocentrism mediated between brand association knowledge and buying intention strong significantly.