국제시장경제 Issue : 중국 농촌 소비자들의 한국제품 선택에 관한 연구: TV와 핸드폰을 중심으로 = A Study on the Rural Chinese Consumers` Selection of Korean Products: On the Basis of TV and Cell Phone

다국어 초록 (Multilingual Abstract)

This study researches directly and indirectly how country image, product attributes and brand personality, influence the rural Chinese consumer`s Korean Products selection and reports the strategic implications of its findings. From the rural Chinese consumers viewpoints, the researcher seeks to determine how country image, product attributes 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 rural Chinese 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 rural Chinese 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.