Welcome to Francis Academic Press

International Journal of Frontiers in Sociology, 2021, 3(16); doi: 10.25236/IJFS.2021.031614.

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


Anqi Jin, Shitao Zhang

Corresponding Author:
Anqi Jin

School of Network Communication Zhejiang YueXiu University, Shaoxing, Zhejiang, China


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.


Country Image, Corporate Image, Brand Image, Consumer Evaluation Perspective

Cite This Paper

Anqi Jin, Shitao Zhang. Relationship between South Korea’s National Image, Corporate Image and Brand Image: Based on the Perspective of Chinese Consumers’ Evaluation. International Journal of Frontiers in Sociology (2021), Vol. 3, Issue 16: 94-98. https://doi.org/10.25236/IJFS.2021.031614.


[1] Ali H Y, Danish R Q , M Asrar‐Ul‐Haq. How corporate social responsibility boosts firm financial performance: The mediating role of corporate image and customer satisfaction [J]. Corporate Social Responsibility and Environmental Management, 2020, 27(1):166-177.

[2] Xhema J, Metin H, Groumpos P. Switching-Costs, Corporate Image and Product Quality effect on Customer Loyalty: Kosovo Retail Market [J]. IFAC-PapersOnLine, 2018, 51(30):287-292.

[3] Heinberg, Martin, Ozkaya, et al. Do corporate image and reputation drive brand equity in India and China?-Similarities and differences [J]. JOURNAL OF BUSINESS RESEARCH, 2018, 86(1):259-268.

[4] M Törmälä, Saraniemi S. The roles of business partners in corporate brand image co-creation [J]. Journal of Product & Brand Management, 2018, 27(1):29-40.

[5] Krishnamurthy A, Kumar S R. Electronic word-of-mouth and the brand image: Exploring the moderating role of involvement through a consumer expectations lens [J]. Journal of Retailing and Consumer Services, 2018, 43(JUL.):149-156.

[6] Davies G, Mete M, Whelan S. When Employer Brand Image Aids Employee Satisfaction and Engagement [J]. Journal of Organizational Effectiveness People & Performance, 2018, 5(1):64-80.

[7] Qu Z, Cao X, Ge H, et al. How does national image affect tourists' civilized tourism behavior? The mediating role of psychological ownership [J]. Journal of Hospitality and Tourism Management, 2021, 47(3):468-475.

[8] Chaojun L I. China's National Image in Western Travel Writings During the Enlightenment [J]. Journal of Landscape Research, 2019, 11(02):78-82.

[9] Baumeister C, Kilian L, Zhou X. Are product spreads useful for forecasting? An empirical evaluation of the Verleger hypothesis [J]. Macroeconomic Dynamics, 2018, 22(3):562-580.

[10] Niclos R, Perez-Planells L, Coll C, et al. Evaluation of the S-NPP VIIRS land surface temperature product using ground data acquired by an autonomous system at a rice paddy [J]. ISPRS Journal of Photogrammetry and Remote Sensing, 2018, 135(jan.):1-12.