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농산물의 원산지국가이미지, 브랜드 이미지 및 지각된 품질 간의 관계 : 자기해석의 조절효과
Author
김신애
Journal Title
마케팅논집(Journal of Marketing Studies)
Publication Year
2017
Topics
Summary
This study analyzes the relationship among country of origin image, brand image, and perceived quality of imported agricultural products, and investigates the moderating effect of self-construal on these relationships. The results show that country of origin image positively influences brand image, and brand image positively influences perceived quality. Self-construal was also found to moderate the relationship between certain brand images and perceived quality.
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