The role of prototypical brand image on shaping country image and product quality evaluation: A cross-cultural examination

Thumbnail Image
Date
2017-01-01
Authors
Jin, Byoungho
Yang, Heesoon
Kim, Naeun
Jung, Minji
Major Professor
Advisor
Committee Member
Journal Title
Journal ISSN
Volume Title
Publisher
Abstract

This study paid attention to the role of a corporate brand that most represents the country, referred to as prototypical brand, in shaping country image. Since the role of the prototypical brand (e.g., Samsung) in creating positive image will be critical in newly industrialized countries (NIEs), this study examines the context of Korea. Built on prototype, schema, and cue theories, this study proposes a research model that examines the impact of prototypical brand image on shaping the overall country image (i.e., macro country image) and product-specific country image (i.e., micro country image), which influences consumers' evaluation of product quality of Korean cosmetics and empirically tests the model with the U.S. and Chinese consumers. This study tests the model in two cultures to see if the proposed model is robust across two cultures: high collectivism and individualism cultures.

Series Number
Journal Issue
Is Version Of
Versions
Academic or Administrative Unit
Type
event
Comments
Rights Statement
Copyright
Funding
DOI
Supplemental Resources
Source