제품과 국가이미지가 외국 원산지 제품의 평가에 미치는 영향

초록

This paper examines the relationship between product image and country image in terms of the fit between their functional/symbolic images. A frame-work is suggested which matches product and country images in a 2^*2 matrix. The analysis, using the data collected from the student sample, proposes the product-country image framework and its strategic implications.