국제광고가 제품 및 기업, 국가 이미지에 미치는 영향 - 중국 대학생의 한국 기업광고에 대한 태도를 중심으로

Abstract

Korean companies rigorously engage in business activities in China and accordingly make great efforts in advertising their corporates and products to the Chinese. However, few studies have been devoted to test empirically what kinds of effects such advertising has on creating and enhancing the images of their products, of the companies, and of Korea as a country of origin. This study, thus, examines what impact Korean corporate advertisements currently executed in Chinese TV have on Chinese undergraduates' attitudes toward products of the companies, the companies, and Korea and how much the images of their products, of the companies, and of the nation influnece one another. In so doing, this study analyzed survey data collected among 300 Chinese undergraduates who live in Yunbyun, performing descriptives, correlation and regression analyses with SPSS software program. The results indicated that Chinese undergraduates have strongly positive attitudes toward Korean corporate advertising and the advertised products. In addition, they also reported Korea as a country of origin and Korean companies have favorable images. The attitudes toward the four variables (Korean advertising, Korean products, Korean corporate, and Korea) were found to be significantly correlated one another. Among those, the relationship between Korean advertising and the advertised products was the most strongly positive (R=.547, p<.01), whereas the association between the attitudes toward Korean advertising and toward Korean corporates was the weakest (R=.340, p<.01). Regression analysis was performed with attitude toward Korean advertising as a dependent variable and attitudes toward the advertised products, toward the corporates, and toward Korea as a nation as independent variables. The result showed that attitudes toward the advertised products and toward the corporates predicted the dependent variable, whereas the attitude toward Korea was not a significant predictor.