유럽 명품 도자기 제품의 브랜드 개성이 소비자 태도에 미치는 영향과 원산지 조절효과

This study examines how brand personality shapes consumer attitudes towards European luxury porcelain and whether perceptions of country of origin(COO) amplify this effect. Using Aaker’s (1997) five dimension model (sincerity, excitement, competence, sophistication, and ruggedness), a survey was administered to 260 domestic consumers with awareness of or purchasing experience in this category. The analysis indicates that brand personality exerts a significant positive influence on consumer attitudes, with sophistication emerging as the most influential dimension. Moreover, perceiving Europe as the COO strengthens the link between brand personality and consumer attitudes, confirming COO as a significant moderating variable. These findings suggest that consumer evaluations are shaped not only by brand attributes but also by cultural and geographical contexts. Theoretically, the research extends brand-personality scholarship to the specialised domain of luxury craft products and integrates it with COO effect theory, offering a more comprehensive analytical framework. Practically, the results recommend foregrounding sophistication and employing COO based storytelling to enhance favourable responses and purchase intentions. For domestic premium and small-scale brands, the study highlights strategies to offset origin-related constraints by emphasising craftsmanship and cultural symbolism. At a policy level, it advocates cultural-asset-linked COO branding and educational programmes to support differentiated brand-personality building within the craft sector.