Earticle

초록

영어

The purpose of this study is to empirically examine the impact of foreign companies’ localization strategies on consumer purchase intentions and the mediating role of brand authenticity in this process. To this end, localization strategies were categorized into three dimensions product localization, communication localization, and brand image localization and the perceptions of Korean consumers were analyzed using the case of Chinese electric vehicle brand BYD’s entry into the Korean market. To this end, a survey was conducted among 319 Korean consumers, and structural equation modeling was utilized to test the hypotheses. The results showed that all three dimensions of localization strategies had a significant positive (+) effect on brand authenticity, and brand authenticity was found to have a significant positive (+) effect on purchase intention. Furthermore, while communication localization and brand image localization had a significant direct effect on purchase intention, the direct effect of product localization was not significant. In contrast, the mediation analysis revealed that product localization exhibited a full mediation pattern, influencing purchase intention solely through brand authenticity, whereas communication localization and brand image localization demonstrated a partial mediation structure. These findings are meaningful in that they explain the effectiveness of foreign firms’ localization strategies not solely through direct effects but within a framework that incorporates consumers’ psychological interpretation processes. Furthermore, these findings suggest that when foreign firms enter the Korean market, they may need to consider communication and brand image strategies that enhance brand authenticity, rather than relying solely on functional localization.

목차

Abstract
I. Introduction
II. Theoretical Background and Research Hypotheses
1. Localization Strategies
2. Brand Authenticity
3. Purchase Intention
4. Hypothesis Formulation
III. Research Methodology
1. Data Collection
2. Measurement and Analysis Methods
IV. Analysis Results
1. Sample Characteristics
2. Reliability and Validity Analysis
3. Analysis of Measurement Model Fit
4. Hypothesis Testing
5. Verification of Mediating Effects
6. Discussion of Results
V. Conclusion
1. Discussion
2. Implications
3. Limitations and Recommendations
References
APPENDIX: Survey Scales
요약

키워드

저자

• Jiang, Yu [ 장위 | Graduate Student, Department of International Trade and Business Administration, Daejin University ] First Author
• Ko, Jai-Kil [ 고재길 | Professor, Department of International Trade and Business Administration, Daejin University ] Corresponding Author

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  경영컨설팅연구 [Korean Management Consulting Review]

• 간기

  격월간

• pISSN

  1598-172X

• eISSN

  3059-0469

• 수록기간

  2001~2026

• 등재여부

  KCI 등재

• 십진분류

  KDC 325 DDC 658