Abstract
This study examines the country image effects, especially applying hierarchy of effects model. Theoretically, country image has influences on consumer perceptions and behaviors toward a product with a certain country-of-origin. This study suggests the conceptual model including a number of variables, such as country image, product credibility, perceived quality, perceived risk, information costs, and purchase intention. With suggested hypotheses, further empirical study will be conducted to test the hypotheses. Despite general theoretical review on country image effects, empirical study will focus on country image of Korea in Australian market.
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