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A Comparative Study on the BRICs Consumers’ selection of Korean Product

Yoon Seonghwan 1

1계명대학교

Accredited

ABSTRACT

This thesis researches how country image and product attributes as well as brand personality influence BRICs consumers’ selection of Korean cell phones and the strategic implications of this study are as follows. First, country image has more influence on Russia consumers than three other consumers on selection of Korean cell phones and Chinese consumers have relatively more influence by Brand personality. Second, All BRICs consumers have more influences by product attributes than other two factors, and Chinese consumers have more influences by product attributes than three other consumers have. Throughout this study, it can be acutely recognized that brand personality and product attributes as well as country image influence on selection of cell phones made in Korea although there exist differences among BRICs consumers. This study suggests Korean corporates planning to extend its business in BRICs need effort to develop representative brands with a unique personality. Especially this brand image well representing country image of Korea can enhance consumers’ loyalty.

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* References for papers published after 2023 are currently being built.

This paper was written with support from the National Research Foundation of Korea.
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