글로벌 브랜드 태도의 선행요인과 글로벌 브랜드 구매의도와의 관계 -중국소비자를 대상으로- = The Relationship between Determinants of Global Brand Attitude and Purchase Intention for Global Brand

다국어 초록 (Multilingual Abstract)

This study explores how susceptibility to global consumer culture, perceived brand globalness, and brand country of origin affect global brand attitude and global brand purchase intention on young Chinese global consumers. Especially, this study is focused on the relationships between the susceptibility to global consumer culture and global brand attitude. Based on the literature review, the proposed model of five latent constructs is tested with structural equation modeling analysis. The survey is completed by 203 young Chinese customers from the age of 20`s to 30`s living in Beijing, Shanghai and Qingdao, and the data is analysed with AMOS(7.0 version) and SPSS(15.0 version). In order to verify hypotheses, exploratory factor analysis, reliability test and confirmatory factor analysis are performed. The results suggest that both susceptibility to global consumer culture and perceived brand globalness positively influence consumer`s global brand attitude and global brand purchase intention. However, brand country of origin influences only consumer`s global brand attitude and any impact on global brand purchase intention is not found. Several implications for marketing messages and brand strategies are discussed.

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