전체로서의 부분, 부분으로서의 전체: 제품 관여도, 부품 중요도, 부품 브랜드 인지도 및 부품 원산지가 제품 품질지각에 미치는 영향

Firms are trying to strengthen global competitiveness to survive in the intensive competitive environment. To international companies, acquiring competitive advantage becomes requirement for surviving, and it is raising as a important issue to linkage demands and supplies effectively at low cost. In this perspective, global sourcing of finished products and components comes up to as a major strategy to take a competitive advantage in the global market. The purpose of this study is to investigate the effect of ingredient branding and country-of-origin image on consumer's perceived quality of product. In addition interaction effects of product involvement, and importance of component are investigated in this study. The result shows that ingredient brand image and country of ingredient image have great effects on consumer activities. But these effects have differentiations according to product involvement and importance of ingredient. Therefor, ingredient branding strategy as a global sourcing has to be established synthetically considering importance of ingredient in the finished products and product involvement.