국가이미지의 선행요인과 결과요인의 관계: 한․미 비교를 중심으로

This study examined the relationships between the factors that influence national image and the consequences in accordance with nation familiarity tseidentify the strategic factors for national brand winagement. This study suggested image. Thiseopce ns studys nctorsulture as antecedents Thinational image. For consequential factors, there are non-quenception variable., such as investment, support nctorshange Thiresident pcace, but this study suggested quenception-related variable., such as intention to purchase products and intention to take a tour. In result of the analysis, S.K. and the U.S.A. had different results regarding the influence of images of products and culture on national image. In terms of the relationship between national image and intention to purchase products or intention to take a tour, there were significant influences in both S.K. and U.S.A. Also, in terms of their control of nation familiarity, American people were only influential on the relationship between the image of Korean people and the overall national image of Korea. The findings of this study are limited, but they are expected to provide us with important resources for national brand management strategies and local companies' exploration of overseas markets and attraction of tourists. They would also contribute to building and improving the national image of South Korea.