An Empirical Study on the Role of Market-based Assets in Market Performance of Korean Firms in China

??? ????????? ????????? ???????????? ?????? ?????? ?????? ????????? ?????? ??????????????? ????????? ????????? ?????? ???????????? ????????????????????? ????????? ??????????????? ??????????????? ??? ????????? ??????. ?????? ??????, ?????? ???????????? ???????????? ?????? ????????????????????? ???????????? ????????? ???????????? ????????? ?????????????????? ?????? ?????? ???????????? ????????? ????????????????????? ???(???)?????????????????? ?????? ???????????? ????????? ??????????????? ?????????. ?????? ????????? ??? ????????? ?????? ?????? ?????? ???????????? ????????? 153??? ?????? ????????? ???????????? ??????????????? ???????????????. ???????????? ??????, ??????????????? ????????? ?????? ????????????????????? ?????? ??????????????? ??????????????? ????????? ????????? ?????? ????????? ????????????. ??? ???????????? ?????????, ????????? ????????? ??????????????? ?????? ????????? ??????????????? ????????? ????????????????????? ?????? ???????????? ????????? ???????????????. ??? ?????? ????????? ?????? ??????????????? ????????????????????? ???????????? ???????????? ????????? ?????? ???????????? ???????????? ?????? ????????????????????? ???????????? ????????? ???????????? ????????????.This study is an empirical attempt to investigate the role of market-based assets in market performances of Korean firms in China. Additionally, we assessed complementarity of market-based assets in their effects on performance. Complementarity was analyzed between market-based assets and between market-based assets and non-market-based assets. Data were collected from surveys with 153 Korean firms marketing in China. Our findings indicate that market-based assets such as market partners had significant influences in market performances. In addition, significant interaction effects were found between brand and partner assets and between partner assets and non-market- based assets. These findings support the role of market-based assets and their complementary effects to market performances in China.??? ????????? 2014??? ??????????????? ??????????????? ???????????? ??????????????????(HY-2014-G), ?????? ?????? ???????????? Kotra??? ????????? ?????? ???????????????