Country Image and Consumer Choice: The Case of the Beer Market during the COVID-19 Pandemic*

IF 1.7 4区经济学 Q3 BUSINESS, FINANCE

Journal of Industrial Economics Pub Date : 2023-09-30 DOI:10.1111/joie.12343

In Kyung Kim

引用次数: 0

Abstract

In this article, I exploit the exogenous shock to China's image in the COVID-19 pandemic era and study the impact of country image on consumer choice in the South Korean beer market. First, I find that Tsingtao, a popular Chinese beer brand, lost about 4.8 million liters in sales, a 20% decrease, during the first eight months after the COVID-19 outbreak. Second, the impact of China's worsened image had not weakened by October 2020. Third, top-selling non-Chinese beers absorbed most of Tsingtao's lost sales. These findings reveal that country image has a substantial influence on consumer choice.

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国家形象与消费者选择：COVID-19 大流行期间的啤酒市场案例*

在本文中，我利用 COVID-19 大流行时期中国形象受到的外生冲击，研究了国家形象对韩国啤酒市场消费者选择的影响。首先，我发现在 COVID-19 爆发后的前 8 个月，青岛啤酒（一个广受欢迎的中国啤酒品牌）的销量减少了约 480 万升，降幅达 20%。其次，到 2020 年 10 月，中国形象恶化的影响仍未减弱。第三，畅销的非中国啤酒吸收了青岛啤酒损失的大部分销量。这些发现揭示了国家形象对消费者选择的重大影响。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Industrial Economics Multiple-

CiteScore

1.60

自引率

0.00%

发文量

期刊介绍： First published in 1952, the Journal of Industrial Economics has a wide international circulation and is recognised as a leading journal in the field. It was founded to promote the analysis of modern industry, particularly the behaviour of firms and the functioning of markets. Contributions are welcomed in all areas of industrial economics including: - organization of industry - applied oligopoly theory - product differentiation and technical change - theory of the firm and internal organization - regulation - monopoly - merger and technology policy Necessarily, these subjects will often draw on adjacent areas such as international economics, labour economics and law.