명품의 원산지와 브랜드 이미지가소비자의 브랜드 평가에 미치는 영향- 과시소비 성향의 조절효과를 중심으로 -

Abstract

The purpose of this study is to investigate the effects of the country of origin and the brand image of a luxury brand on consumers' brand evaluation. The moderating role of the propensity of conspicuous consumption in the effects of the country of origin and the brand image on brand evaluation is also examined. 306 survey responses were collected and analyzed for empirical validation through various statistical methodologies including structural equation modeling. The results indicate that the relative importance between the brand image and the country of origin image varies depending on the country of origin when consumers evaluate a luxury brand. The results also reveal a positive relationship between consumers' brand evaluation and the country of origin image as well as the brand image of a luxury brand. In addition, the moderating effect of the propensity of conspicuous consumption is confirmed based on empirical data analyses. Academic contributions, managerial implications, and future research directions are discussed at the end of the paper.