Comparing Effects of Country Reputation and the Overall Corporate Reputations of a Country on International Consumers' Product Attitudes and Purchase Intentions

The purpose of this study is to compare effects of country reputation and the overall corporate reputations of a country on international consumers' product attitudes and purchase intentions. The country-of-origin effect can be linked not only to country reputation but also to the overall corporate reputations of a country. Using a general public survey of American citizens, this study attempted to examine the relations between the American public's opinions of South Korea, South Korean corporations and South Korean products. Key findings and implications for communication strategies in international marketing are discussed.