중국진출 한국기업에 대한 중국 소비자들의 기업연상이 고객 충성도에 미치는 영향: 북경지역 소비자를 중심으로
분야
인문과학 > 동양사
저자
유성환 ( Seong Hwan Yoon )
발행기관
한국외국어대학교 중국연구소
간행물정보
중국연구 2012년, 제56권 149~177페이지(총29페이지)
파일형식
41101109.pdf [무료 PDF 뷰어 다운로드]
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    영문초록
    This study analyzes how corporate ability association and corporate social responsibility associations of three Korean Firms in the China market affected corporate credibility, company-consumer identification and consumer loyalty by Chinese consumer. It includes two findings. First, Chinese consumers showed a favorable response to the efforts of three Korean companies of corporate ability association and corporate social responsibility associations and such corporate association turn out to be positively influential on corporate credibility. Second, the corporate credibility and company-consumer identification as to three Korean companies displayed by Chinese consumers induces positive influences on consumer loyalty, but corporate credibility has`t significantly effect on company-consumer identification. These outcomes show that three Korean corporations entering China market should make more efforts to build concrete corporate association types in the long-term business strategy not a short-term view and suggest the necessity of systematic corporate identity.
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