Relationship between South Korea’s National Image, Corporate Image and Brand Image: Based on the Perspective of Chinese Consumers’ Evaluation

Abstract

In the fiercely competitive market, all walks of life are flooded with many homogeneous products. How to extend the product life cycle and how to obtain higher profits has been the core issue that scholars and business managers have discussed for a long time. This article mainly studies the relationship between South Korea's national image, corporate image and brand image based on the perspective of Chinese consumer evaluation. The survey subjects selected in this study are ordinary Chinese residents, and try to cover all age groups, education levels and job categories when sampling to ensure the representativeness of the sample. The survey is mainly carried out through the Internet, supplemented by on-site surveys (such as face-to-face surveys or questionnaires in shopping, leisure centers, residential areas) and telephone surveys. The attitude of the surveyed person is directly quantified according to the numbers in this scale, and the factor scores of each part are formed according to the exploratory factor analysis method. The χ2/df of the country image model is equal to 1.74, which is less than 2. It is generally believed that χ2/df is less than 2 to indicate a good fit. Enterprises should take the responsibility of promoting China and Chinese culture overseas, highlighting Chinese characteristics, and actively promote the construction and promotion of the country's positive image, so as to promote the positive interaction between the corporate image and the national image, promote each other, and promote together.