브랜드 이미지, 제조국 원산지 이미지와 상품 이미지가 상표선호도와 구매의도에 미치는 영향에 관한 비교 연구: 한국과 베트남소비자를 대상으로

Nowadays, The deeper the economic and cultural exchange between countries becomes, the more the study on socioeconomic characteristics and global marketing strategies between countries are needed. The purpose of this study is to find the influencing variables on the purchase intentions of consumers in Korea and Vietnam. It will help to formulating the global marketing strategy that is based on the empirical results. Hypotheses about the effect of brand image, country of origin image, and product image on consumer preference and purchase intention were drawn from the previous researches. To verify these hypotheses, data were collected through field and online survey, Statistical analysis was conducted using the SPSS 20 and AMOS 25 programs for empirical verification, the data were tested by reliability, validity, structural equation modeling. Most of hypotheses are proved. We found some significant differences between Vietnam and Korean consumers, it gives us important strategic implications. Finally, limitations and future study directions were presented.