Дэлгэрэнгүй мэдээлэл

This research investigates the impact of "2D vs. 3D" web design dimensionality on product attitudes, focusing on the moderating effect of brand familiarity. Through a combination of theoretical analysis and empirical study, we aim to understand how different design approaches influence user perceptions of products and how brand familiarity moderates this relationship. By examining user attitudes towards products presented in 2D and 3D web environments, we provide insights for businesses, web designers, and marketers to optimize online experiences. This study contributes to academic knowledge in web design, consumer behavior, and branding, and offers practical implications for digital strategy and marketing efforts.

Говь- Алтай аймаг нь уул, тал, хөндий, уужим, тавиун хотгор, хонхор хосолсон газрын гадаргуутай. Аймгийн нутаг дэвсгэр нь газрын дүрс мужлалын хувьд алтайн уулархаг их муж, Говийн их мужид хамаарах бөгөөд байгалийн бүс, бүслүүрийн хувьд гол төлөв говь, цөлийн бүсэд оршино. Мөн бага хэмжээгээр хээр тал болон өндөр уулсын босоо буюу тагийн бүслүүр тархсан байдаг. Говь- Алтай аймгийн аялал жуулчлалын бүсчлэлийг Говь-Алтай аймгийн зүүн, зүүн хойд бүсийн аяллын бүтээгдэхүүн үйлчилгээ (Баян-Уул, Хөхморьт, Жаргалан, Тайшир, Дэлгэр), Говь-Алтай аймгийн баруун, баруун хойд бүсийн аяллын бүтээгдэхүүн үйлчилгээ (Дарви, Тонхил, Бугат, Алтай, Төгрөг, Шарга), Говь-Алтай аймгийн өмнөд бүсийн аяллын бүтээгдэхүүн үйлчилгээ (Бигэр, Чандмань, Эрдэнэ, Баянтоорой, Цогт, Цээл, Халиун, Есөнбулаг) гэсэн 3 бүсэд хуваагдана

Ecotourism as a special form of tourism is becoming one of the important directions for the development of tourism around the world in the context of today's globalizations.

Монгол улсын шинжлэх ухааны хөгжилд оруулж буй МУИС-ийн хувь нэмэр өдрөөс өдөрт өргөжин тэлсээр байна. Улс орон хөгжин дэвжихийн тулгуур болох “чадварлаг ажиллах хүчин, судлаач мэргэжилтэн”-ийг бэлтгэх нь сургалтын байгууллагын үндсэн үүрэг юм. Энэ ч утгаараа нийгэм, эдийн засаг, улс орны хөгжлийн бодлогын хүрээнд шинэ салбарын судлаач мэргэжилтнийг бэлтгэх үйлсийн анхдагч нь МУИС билээ. Монгол улс 1990-ээд онд төлөвлөгөөт эдийн засгаас зах зээлийн эдийн засагт шилжиж, гадаад орнуудтай нээлттэй бодлого явуулснаар манай оронд аялал жуулчлалын бизнесийн салбар эрчимтэй хөгжих эхлэл тавигдаж аялал жуулчлалын мэргэжлийн боловсон хүчин бэлтгэх эрэлт хэрэгцээ бий болсон юм. Энэ ч утгаар 1993 онд МУИС нь монгол улсад аялал жуулчлалын мэргэжилтэн бэлтгэх анхны сургалтыг эхэлж байв. Энэхүү өгүүлэлд 1956 онд байгуулагдсан Газарзүйн тэнхимийн сургалт, судалгааны үндсэн хоёр чиглэлийн нэг болох нийгэм эдийн засгийн газарзүйн салбарт аялал жуулчлалын нээн эхлүүлснээс эдүгээ хүртэлх сургалт, эрдэм шинжилгээний ажлын хөгжлийн тоймыг нэгтгэн өгүүлэхийг хичээлээ. Тус өгүүлэлд цаг хугацааны дарааллаар тухайн салбарт үр бүтээлтэй ажиллаж байсан болон ажиллаж буй эрдэмтэн багш нарын сургалт, судалгааны бүтээлүүдэд тойм шинжилгээ хийв. Монгол орны газарзүй-аялал жуулчлалын судалгааны үр дүнгүүд нь улс орны нийгэм, эдийн засаг, байгаль орчин, аялал жуулчлалын салбарын хөгжилд тодорхой үр нөлөө, ач тусаа үзүүлсээр ирсэн байна. Түүхэн хугацаанд МУИС-ийн газарзүйн тэнхимийн аялал жуулчлалын хөтөлбөрт 10 гаруй эрдэмтэн, багш судлаачид ажиллан энэ чиглэлээр сургалт, судалгааг хийж дотоодын болоод олон улсын түвшний олон арван бүтээлийг туурвиад байна.

This study investigates the satisfaction of tourists visiting to the Eagle Festival, an event that is important to extend the tourism season and spread the heritage of falconry (eagle hunting), and how the relationship with place attachment and authenticity affect the event and how it affects the motivation of tourists’ revisit. The empirical data were collected from the international tourists via questionnaire that yielded 102 usable surveys at the Golden Eagle festival in Bayan-Ulgii Mongolia for 2 days. Officially, 250 international tourists came to participate Golden Eagle Festival and survey was collected 40.8 percent of spectators. Data was analyzed by using regression analysis to determine how relationship between cultural authenticity, and place attachment, also how these variables affect tourist satisfaction and revisit intention. According to the survey results, the value of the “Golden Eagle” festival has decreased year by year due to the organizational problems, and the increased tendency of tour operator companies’ preference to organize private eagle festivals for their own tourists, even in the survey it resulted spectators were satisfied. Conversely, it is easier to organize small events in Bayan-Ulgii province due to the relevance of cultural authenticity, place attachment, and accessibility of the event which are beneficial for participants. Consequently, these small events positively affect the tourist satisfaction and revisit intention. Considering most of the eagle festivals have similar program content, it is natural for tourists to choose travel programs and events with fewer people and more photo opportunities. Furthermore, in order to improve event management, it is important to highlight the practical significance of the event. A detailed study of the stakeholders is recommended.

International tourists’ perceptions of the destination’s image, travel satisfaction and revisit intentions are crucial to effective destination marketing and overall destination competitiveness. Tourist destinations often compete through their image in potential tourists’ minds. Therefore, a destination image is central due to its influence on tourists’ decision-making and destination selection. Successful destination marketing depends on the in-depth understanding of the destination image held by tourists. This study investigates the destination image changes of Mongolia for specific periods of time. The research examines the attributes of destination images through a longitudinal comparison of data sets from 2004 to 2019 to determine if any change in destination images existed over time. The research model was developed on the attributes of cognitive and affective images, tourist satisfaction, and revisit intentions. The first set of data was obtained from the 280 international tourists who travelled to Mongolia in 2004. The second set of data was obtained from 310 international tourists who travelled to Mongolia in 2019. The research model was validated using structural equation modelling. Independent sample t-tests were performed using two data sets to examine changes in the destination image over the years. The result shows that there are positive changes in the cognitive and affective image of the destination in a given period of time, which influenced tourist satisfaction and their revisit intentions. The implications of the research findings for the travel intermediaries, destination marketing organizations, and potential future research are also discussed.

Хураангуй Энэхүү судалгааны зорилго нь Монголд аялж буй Хятадын жуулчдын аялах хандлага, аяллын зан төлөвийг судлах, аяллын чиг хандлагыг тогтоох, хүн ам зүйн хувьсах үзүүлэлтүүдийг тодорхойлоход оршино. Энэ судалгаанд анхдагч болон хоёрдогч эх сурвалжийг ашигласан бөгөөд Монголын аялал жуулчлалын компаниудын Хятадын зах зээлд санал болгодог аяллын хөтөлбөрүүдэд агуулгын шинжилгээг хийв. Монголд аялж буй Хятадын жуулчдын аяллын зан төлөвийн судалгаа төдийлөн хийгдээгүй. Энэ судалгаанд Хятад хэлтэй аяллын хөтөч, орчуулагчидтай фокус группийн ярилцлагыг хийж Хятад жуулчдын аяллын хэв шинж, жуулчны орон байр, зоогийн газар, хоол ундны үйлчилгээ, тээвэрт тулгардаг асуудлуудын талаар анхдагч мэдээлэл тулгуурлан дүгнэлт гаргасан. Монгол орон аялал жуулчлалыг хөгжүүлэх байгаль, түүх, нийгэм, соёлын нөөцтэй бөгөөд аялал жуулчлалын салбар нь сүүлийн жилүүдэд эрчимтэй хөгжиж эхэлж байна. Монгол Улсын Засгийн газраас аялал жуулчлалыг эдийн засгаа хөгжүүлэх, гадаад валютын урсгалыг нэмэгдүүлэх, ажил эрхлэлтийг бий болгох, үндэсний бахархлыг бэхжүүлэхэд чухал ач холбогдолтой төдийгүй хөрш зэргэлдээ улсуудтай харилцан ойлголцол, хамтын ажиллагааг өргөжүүлэх чухал салбар гэж үздэг. Сүүлийн жилүүдэд Хятадын эдийн засгийн өсөлтийг дагаад Хятадаас гадагшаа чиглэсэн аялал жуулчлал хурдацтай өсөж байна. 2019 оны байдлаар Хятадаас 168,298 гийчид Монголд зочилсон байна. Монгол улсад зочлох Хятад жуулчдын тоо, эдийн засгийн үр ашгийг нэмэгдүүлэхэд Хятад жуулчдын аяллын хэв шинж, аялах сонирхол, жуулчны зан төлөвийг судлах зайлшгүй шаардлагатай юм. Энэ судалгааны үр дүнд Монгол улсад аялж буй Хятад жуулчдын аяллын зан төлөв, аялах хандлага, аяллын үеэрх сонирхол, хэв шинжийг тодорхойлж, тэдний хэрэгцээ шаардлагад тохирохуйц аялал жуулчлалын бүтээгдэхүүн үйлчилгээний санаа дэвшүүлэв. Хятад жуулчдын аяллын зан төлөв, хэрэгцээ шаардлагыг ойлгосноор Монгол улсад аялсан сэтгэл ханамжийг дээшлүүлэн дахин аялах сэдлийг төрүүлэх, эерэг аман сурталчилгаагаар ирээдүйн боломжит жуулчинд хүрэх боломжтой. Хятадаас ирж буй жуулчдын тоог нэмэгдүүлэхийн тулд жуулчдын хүлээлтэд хүрсэн сэтгэл ханамж бий болгох чанартай сайн үйлчилгээ үзүүлэх шаардлагатай байгаа нь судалгааны үр дүнгээс харагдлаа. Судалгааны үр дүн Хятадаас жуулчин хүлээн авдаг аялал жуулчлалын тур оператор, тур агент, зорих газрын менежментийн байгууллагууд, зочид буудлууд, үндэсний аялал жуулчлалын сурталчилгааны байгууллагуудын практик үйл ажиллагаанд ач холбогдолтой. Түлхүүр үгс: Жуулчны зан төлөв, аялах сонирхол, Хятадаас гадагш аялах жуулчин, Монгол улс

Mongolia has a good potential for tourism, yet the tourism industry has started to develop recently. The tourism sector is identified by the government of Mongolia as one of the priority sectors for national economic development, national pride consolidation, mutual understanding and strengthening cooperation between neighboring countries China and Russia. In recent years, Chinese outbound tourism has been experiencing incredible growth, along with an impressive growth of the country’s economy. China is the first nationality in terms of number of visitors to Mongolia which accounts for 196, 979 in total in 2018. In order to attract Chinese tourists to Mongolia as a destination, it is crucial to understand Chinese tourists’ behavior, travel patterns and travel preference. However, it is a fact that very little research has been conducted regarding the travel behavior of Chinese tourists visiting Mongolia. The purpose of this study is to explore the differences in attitudinal and behavioral characteristics, and preferences of Chinese tourists in Mongolia according to key sociodemographic variables. Secondary data analysis, content analysis on Chinese tourists’ itineraries offered by Mongolian tour operators were conducted. A series of focus group interviews with Chinese speaking tour guides were conducted in Ulaanbaatar in order to have in-depth understanding of Chinese tourists travel characteristics, preferences and various issues, concerns and problems were identified related to Chinese outbound tourist’s behavior, expectations about accommodations, restaurants, itineraries, entertainment, tour activities and transportation. The results of this study conclude that sociodemographic variables show significant differences in attitudinal and behavioral characteristics. In addition, the results of this study are likely to be beneficial for understanding Chinese tourists and establishing marketing policies to enhance their satisfaction and raise their intention to revisit to Mongolia. The findings of this study could be significant for all stakeholders including tour operators, tour agents, destination management organizations, hotels, and national tourism officials and marketers.

Domestic tourism plays an essential role in the tourism industry and contributes to the overall economic development. This study aims to investigate the relationship between push and pull travel motivations of domestic tourists, their behavioral intentions, and a direct influence of travel motivations on perceived benefit, and perceived value of domestic tourists. The paper applies the concept of push and pull factors of travel motivation, perceived benefit, perceived value, and behavioral intention. The study implies a quantitative research method - questionnaire survey targeting domestic tourists in Mongolia between July to September 2019. A total of 1068 returned questionnaires were analyzed using factor analysis, reliability test, regression, path analysis, and SEM. The research result suggests that travel motivations (push and pull factors) were significant constructs of behavioral intentions. Moreover, the research results are significant for tourism practitioners, researchers, and destination managers to understand the motivational factors of domestic tourists, their perceived benefits and values, and behavioral intentions. The study outcomes could assist destination planners to develop new products and services or to enhance destination offer and tourist experiences by improving pull factors that include better service quality, various travel activities, ease of accessibility, reasonable pricing, and attractive environment; which latter lead to increase domestic tourist numbers and overall competitiveness of the destination.

Abstract: An understanding of domestic tourists’ motivation and its relationship between perceived value and revisit intention is important for prediction of future travel demand. This study aims to examine domestic tourists’ motivation on revisit intention mediated by perceived benefits and perceived values. The quantitative data was collected through self-administered questionnaires from domestic tourists who travelled in Mongolia in the summer of 2019. An effect of domestic tourists’ travel motivation on revisit intentions; and the mediating effect of perceived benefit and perceived value were analyzed through factor analysis, regression analysis to test the proposed research hypotheses. The research result indicates that the mean ranking of the constructs of travel motivations for Mongolian domestic tourists were escape from daily life, relaxation, sightseeing, affordability of services, seeking variety, and culture were the top reasons to travel to the local destinations. The research findings contribute to the notion of domestic tourists’ travel motivation, its relationship between perceived benefit, perceived value of their trip on their willingness to return and recommendations to others. Furthermore, the research result could be beneficial for destination planners and tourism practitioners to enhance destination attributes and launch a variety of products, services, affordable pricing and accessible environment. Overall, the result provides background for an appropriate and effective marketing strategy to develop domestic tourism in Mongolia; and increase the competitiveness of the destinations with higher length of stay and more tourist spending. Key words: Mongolia, domestic tourists, push and pull travel motivations, mediating factors, revisit intention

Хураангуй: Энэхүү судалгаа нь аялал жуулчлалын байгууллагуудын үйлчилгээний чанар жуулчны сэтгэл ханамж, тухайн улс оронд дахин зочлох хүсэлд нөлөөлж буй эсэх, жуулчны зорих газрын имиж дүр төрх үйлчилгээний чанар, жуулчны сэтгэл ханамжид хэрхэн нөлөөлж буйг тогтоох зорилготой хийгдэв. Монгол улсын аялал жуулчлалын гол үзмэрүүдийн нэг болох Чингис хааны морьт хөшөө, Улаанбаатар хотын Түмэн Эх чуулга гэсэн хоёр газарт үйлчлүүлж буй 230 гадаадын жуулчдаас асуулга судалгааг авав. Үйлчилгээний чанар ба жуулчдын сэтгэл ханамж хоорондын хамаарал, дахин зочлох хүсэлд зорих газрын имиж дүр төрх хэрхэн нөлөөлж буйг регрессийн шинжилгээгээр тодорхойлов. Судалгааны үр дүнгээс үзэхэд аялал жуулчлалын байгууллагын үйлчилгээний чанар жуулчны сэтгэл ханамжид шууд нөлөө үзүүлж байна. Аялал жуулчлалын үйлчилгээний үнэ цэнэ (monetary advantage) болон тав тухын (convenience advantage) байдал нь жуулчдын сэтгэл ханамжид эерэгээр нөлөөлдөг нь батлагдав. Жуулчны аюулгүй байдал нь жуулчны сэтгэл ханамжинд нөлөөлдөг чухал үзүүлэлтийн нэг бөгөөд сэтгэл ханамжид сөргөөр нөлөөлдөг нь батлагдав. Жуулчны сэтгэл ханамж өндөр байх тусам тухайн газар эргэх ирэх хүсэл эрмэлзэл өндөр байна гэдэг таамаглалыг судалгааны үр дүн батлав. Үйлчилгээний үнэ цэнэ болон тав тухтай байдал, үйлчилгээний чанар нь жуулчны сэтгэл ханамжид эергээр нөлөөлдөг. Үйлчилгээний чанар өндөр байх нь жуулчдын сэтгэл ханамжийн түвшинг нэмэгдүүлэх шийдвэрлэх хүчин зүйл болдог. Судалгааны үр дүн нь аялал жуулчлалын чиглэлээр үйл ажиллагаа эрхлэгчдэд үйлчилгээний чанар, менежментээ сайжруулах, шинэ бүтээгдэхүүн үйлчилгээг хөгжүүлэх, маркетингийн стратеги боловсруулахад тодорхой хувь нэмэр оруулна. Түлхүүр үгс: аялал жуулчлалын үйлчилгээний чанар, үйлчилгээний үнэ цэнэ, тав тухтай байх давуу тал, аюулгүй байдал, зорих газрын имиж, жуулчны сэтгэл ханамж, дахин зочлох хүсэл эрмэлзэл

Abstract:Background/Objectives: The purpose of this study is to examine the changes in voter‟s support according to the party‟s branding strategy used by Korean political parties to resolve political crisis. In other words, this is to compare differences in voter's support changes between re-branding strategy and new-branding one. The former is changing the political party‟s name without the change of its political identity, the latter is accompanying with the political identity‟s change through party-separating. Methods/Statistical analysis: We also examined how the voters' personal characteristics, ideological tendency and thinking style, are moderating the relationship between branding strategy and support for a party. For this study, recent real cases in Korea were selected as stimuli and the experiment is designed as follows: 2 (Party‟s Branding strategy: re-branding vs. new-branding) * 2 (Ideological Tendency: conservative vs. progressive) * 2 (Thinking Style: holistic vs. analytic). Questionnaires were conducted for voters in Daegu and Kyungbook province and the total of 508 questionnaires were reflected in the analysis. Findings: The results of empirical analysis are as follows: 1) Voter‟s support change was higher in the case of new branding strategy through party-separating, but it was not significant statistically. 2) The conservative tendency did not show a difference between the parties‟ brand changing strategy, but in the case of progressive tendency, the degree of support change of the new-branding strategy party was higher than that of re-branding strategy party. So, the moderating effect of ideological tendency was confirmed. 3) The moderating effect of thinking style was also confirmed. In the holistic thinkers, there was no difference in the rate of support, but in the case of analytic thinkers, the degree of voter‟s support change was higher for the party of new-branding strategy than one of re-branding strategy. Improvements/Applications: The results of this study suggest that the changing strategy of party‟s brand name in Korea is still effective and brand changing strategy accompanying with the party‟s political identity is more effective.

Background/Objectives: The purpose of this study is to examine the effects of COO and product features on brand belief depend on its country image between Korean and Mongolian consumers. For this study, we tested as follows: 1) Each country has a specific image and it appears same in Korea and Mongolia. 2)The influence of COO/product features on brand belief willbe moderated by country image and it appears differently in Korea and Mongolia. Methods/Statistical analysis: The country image was tested by two countries, Germanyand France. The utilitarian product is a car (Volkswagen) and the hedonic product is a perfume (Chanel No5) presented Germany and France.So, this study was designed as an experimental design between respondents of 2 (product features: utilitarian vs. hedonic) × 2 (COO: made vs. designed) × 2 (country image: product-related vs. people-related). Questionnaire surveys were conducted in the students who studied at the Korean and Mongolian universities. In order to test the hypothesis, an independent sample t-test, the paired samples t-test, and the regression analysis were performed. Two ways ANOVA was conducted to verify the moderating effect of the country image. Findings: The results of this study are as follows. First, each country has a specific image (Germany-product related, France-people related) and it appears same in Korea and Mongolia. Second, the influence of COO on brand belief will be moderated by country image and it appears differently in Korea and Mongolia. In Korea, when the people-related country image is greater than the product-related country image, the influence of 'Designed in' on brand belief is greater than 'Made in'. In Mongolia, when the product-related country image is greater than the people-related country image, the influence of 'Made in' on brand belief is greater than 'Designed in'. Third, the influence

Mongolia has a good potential for tourism, yet the tourism industry has started to develop recently. The tourism sector is identified by the government of Mongolia as one of the priority sectors for national economic development, national pride consolidation, mutual understanding and strengthening cooperation between neighboring countries China and Russia. In recent years, Chinese outbound tourism has been experiencing incredible growth, along with an impressive growth of the country’s economy. China is the first nationality in terms of number of visitors to Mongolia which accounts for 196, 979 in total in 2018. In order to attract Chinese tourists to Mongolia as a destination, it is crucial to understand Chinese tourists’ behavior, travel patterns and travel preference. However, it is a fact that very little research has been conducted regarding the travel behavior of Chinese tourists visiting Mongolia. The purpose of this study is to explore the differences in attitudinal and behavioral characteristics, and preferences of Chinese tourists in Mongolia according to key sociodemographic variables. Secondary data analysis, content analysis on Chinese tourists’ itineraries offered by Mongolian tour operators were conducted. A series of focus group interviews with Chinese speaking tour guides were conducted in Ulaanbaatar in order to have in-depth understanding of Chinese tourists travel characteristics, preferences and various issues, concerns and problems were identified related to Chinese outbound tourist’s behavior, expectations about accommodations, restaurants, itineraries, entertainment, tour activities and transportation. The results of this study conclude that sociodemographic variables show significant differences in attitudinal and behavioral characteristics. In addition, the results of this study are likely to be beneficial for understanding Chinese tourists and establishing marketing policies to enhance their satisfaction and raise their intention to revisit to Mongolia. The findings of this study could be significant for all stakeholders including tour operators, tour agents, destination management organizations, hotels, and national tourism officials and marketers.

Зүүн бүсийн аялал жуулчлалын бүсчилсэн хөгжлийн төлөвлөлтийг онол аргазүйн үндэслэлтэй төлөвлөх нь тус бүс нутгийн аялал жуулчлалыг Монгол орны бусад бүс нутгуудаас ялгарах өөрийн онцлогтой зорих газар болгон хөгжүүлэх, хил залгаа улсууд болон Зүүн Хойд Азийн аялал жуулчлалтай харилцан уялдуулж, тогтвортой аялал жуулчлалын зарчмаар төлөвлөхөд оршино. Зүүн бүсийн аялал жуулчллалын төлөвлөлтийг хийхдээ Монгол улсын тогтвортой хөгжлийн хэтийн төлөв, Монголын зүүн бүсийн аялал жуулчлалын онцлогийг харгалзан тогтвортой аялал жуулчлалын үндсэн зарчим болох олон талт сонирхолыг тусгах зарчмыг үндэслэв. Бүсчилсэн хөгжлийн үзэл баримтлал нь аливаа салбарын төлөвлөлтийг байгаль, нийгэм соёлын хүчин зүйлсийг харгалзан нутаг дэвсгэрийн орон зайн зохион байгуулалт засаглалын бүтэцтэй уялдуулан төлөвлөх шаардлагатай байна.

The global tourism industry has become a major export industry, ranking fourth after fuel, chemical and automotive products. Another emerging but significant export industry is the education export industry, where students and in particular, tertiary aged students study outside their country of birth. The direct contribution to a country by these students is significant. In addition, when international students engage in travel during their time of study this can generate significant revenue and employment opportunities for a country. However, a major challenge found by both tourism operators, researchers is the dearth of research and information on international students’ travel behavior, consumptions and motivations for travel, particularly when traveling domestically within their study country. This study examines the international students’ travel intention to Korea by using the latent variables of country curiosity, country attachment, country involvement, perceived benefits, and dependency of traveling time and elemental data of tourists to Korea. The research result further investigates that the country curiosity, country attachment, and country involvement have an effect on the visit intention of the international tourists to a particular destination. Moreover, the result elaborates the intention of the international tourists’ revisiting behavior by the assessment of traveling time and perceived benefits. Several managerial implications of the study are discussed, and recommendations for future research are presented. Keywords: Country curiosity, Country attachment, Country involvement, Perceived benefit, Travel intention, international students, South Korea

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This study examines, how countries evoke different images in consumers' mind. Because, each country has a specific image and these images influence to consumers' brand belief, brand attitude and decision making to buy any product/brand. Our research was conducted in cross-national study by Korean and Mongolian consumers. Antecedents of brand belief as country-of origin, brand concept and country image will influence on brand attitude. Moreover, the in this study to discuss several managerial implications and the recommendations for future research are presented.

This study examines, how countries evoke different images in consumers' mind. Because, each country has a specific image and these images influence to consumers' brand belief, brand attitude and decision making to buy any product/brand. Our research was conducted in cross-national study by Korean and Mongolian consumers. Antecedents of brand belief as country-of origin, brand concept and country image will influence on brand attitude. Moreover, the in this study to discuss several managerial implications and the recommendations for future research are presented.

The purpose of this study is to test how much match-up between country image and brand features influences on the brand belief. Especially this paper focused on the Country of origin effect on brand belief not in perspective of ‘Made in’ but ‘Branded in’. This study also uses country image in two dimensions, people-related and product-related instead of positive and negative image. Therefore, we set up the hypotheses as follows: first, brand belief is higher when country image and brand features are matched than mismatched. Second, Country familiarity will moderate between country image-brand features match up and brand belief. Third, Brand familiarity will also do. Forth, Brand belief will have a positive impact on brand attitude. To test these hypotheses, we use two stimuli of four types. We consider branded in German Volkswagen and branded in France Chanel No. 5 as a country image-brand features match-up and do branded in German Chanel No. 5 and branded in France Volkswagen automobile as mismatch case. All the hypotheses were supported as expected by the study. The results of this study suggest that global technological disparity is not very significant more in the global context. And this study implicates that ‘Branded In’ can be more important than ‘made in’ in country of origin effect.