Title Page
Contents
ABSTRACT 12
CHAPTER 1. INTRODUCTION 17
CHAPTER 2. THEORITICAL BACKGROUND 22
1. Global Marketing and Global Brands 22
2. East Asian Market: South Korea, Japan and China 24
3. Mexican Market and Consumers 30
4. Country-Of-Origin Effect 32
5. Country Image 38
6. Product Involvement and the Elaboration Likelihood Model 44
7. Brand Attitude and Perceived Product Quality 49
8. Research Model 53
CHAPTER 3. METHOD 57
1. Sample Design 57
1.1. Demographic Analysis 58
2. Countries and Products Selection 60
3. Questionnaire Design 61
4. Measurements 64
4.1. Reliability 67
5. Procedure 68
CHAPTER 4. RESULTS 69
CHAPTER 5. CONCLUSION AND DISCUSSION 118
1. Summary of Findings 118
2. Implications 123
2.1. Theoretical Implications 123
2.2. Practical Implications 129
3. Study Limitation and Suggestions for Future Research 132
REFERENCES 137
APPENDIX A. SURVEY QUESTIONNAIRE 161
ABSTRACT IN KOREAN 171
Table 1. Demographic Information of Participants 59
Table 2. Product Involvement Comparison 61
Table 3. Measurement of the variables 66
Table 4. Cronbach's Alpha Reliability Analysis 68
Table 5. Linear Regression Analysis - Brand Attitudes 71
Table 6. Linear Regression Analysis - Perceived Product Quality 73
Table 7. Linear Regression Analysis - Behavioral Intentions 74
Table 8. Descriptive Statistics of Brand Attitudes: South Korea 77
Table 9. Main and Interaction Effects on Brand Attitudes: South Korea 79
Table 10. Descriptive Statistics of Brand Attitudes: Japan 80
Table 11. Main and Interaction Effects on Brand Attitudes: Japan 82
Table 12. Descriptive Statistics of Brand Attitudes: China 83
Table 13. Main and Interaction Effects on Brand Attitudes: China 85
Table 14. Descriptive Statistics of Perceived Product Quality: South Korea 86
Table 15. Main and Interaction Effects on Perceived Product Quality: South Korea 88
Table 16. Descriptive Statistics of Perceived Product Quality: Japan 89
Table 17. Main and Interaction Effects on Perceived Product Quality: Japan 90
Table 18. Descriptive Statistics of Perceived Product Quality: China 92
Table 19. Main and Interaction Effects on Perceived Product Quality: China 94
Table 20. Descriptive Statistics of Behavioral Intentions: South Korea 95
Table 21. Main and Interaction Effects on Behavioral Intentions: South Korea 96
Table 22. Descriptive Statistics of Behavioral Intentions: Japan 97
Table 23. Main and Interaction Effects on Behavioral Intentions: Japan 98
Table 24. Descriptive Statistics of Behavioral Intentions: China 100
Table 25. Main and Interaction Effects on Behavioral Intentions: China 101
Table 26. Multiple Regression Analysis - Brand Attitudes 103
Table 27. Multiple Regression Analysis - Perceived Product Quality 106
Table 28. Multiple Regression Analysis - Behavioral Intentions 108
Table 29. Means Economic Aspect CI 109
Table 30. Means Political Aspect CI 110
Table 31. Means Cultural Aspect CI 111
Table 32. Gender Effect on Country Image 112
Table 33. Age Group Effect on Country Image 113
Table 34. Previous Purchase Experience 114
Table 35. Brand Awareness 116
Table 36. Hypotheses Findings 121
Table 37. Research Questions Findings 122
Figure 1. Research Model 56