Browse > Article
http://dx.doi.org/10.9708/jksci.2013.18.5.157

An Empirical Study on the Effect of Korean Wave on the Brand Loyalty of Korean Products in Chinese Market  

Rho, Hyungjin (Dept. of Business of Administration, Kyonggi University)
Publication Information
Journal of the Korea Society of Computer and Information / v.18, no.5, 2013 , pp. 157-165 More about this Journal
Abstract
The mid-20th century witnessed a wide spread of Korean culture in Japan, China and Southeast Asia and China now has become the biggest trade partner and export market, as well as the No. 1 source of import and the biggest investment country of Korea. With the spreading of the Korean popular culture in China, brand loyalty to Korean products is improved. Taking the Chinese market as the basis, this research aims to make an analysis of the implications of 'Korean Wave', Korean advertisements and the image of Korea on brand loyalty to cosmetics made in Korea. To achieve the research aim, questionnaires were used in conducting the survey, mainly in Beijing. Excluding the invalid ones, altogether 180 questionnaires were collected, based on which an empirical analysis was carried out on the correlation between 'Korean Wave', effects of Korean advertisements, image of Korea, brand recognition, and brand loyalty to products made in Korea. The major analyzing tools are SPSS 20.0 and AMOS 20.0. The findings are as follows: 1. Korean films, dramas, and attachment for Korean movie stars (representative of 'Korean Wave') all have a positive influence on brand loyalty. Recognition of the country image of Korea, to some extent, also has positive implications on brand recognition. 2. Empirical analysis assists in the testing of the degree of recognition and attachment of cosmetics made in Korea, as well as brand loyalty to them.
Keywords
Koreanwave; brand recognition; brand attachment; brand loyalty; effects of advertisements; national image;
Citations & Related Records
연도 인용수 순위
  • Reference
1 Ching, Dongching, "A Study on the Effects of National Image on Product Image, Consumer Attitude and Purchase Intention", Jeju University, Ph.D. Dissertation, 2011.
2 Keller, Kevin, I, "Conceptualizing measuring and managing consumer-based brand equity. "Journal of Marketing, 57(January) 1993, pp.1-22.
3 Asker, D. A, Managing Brand Equity Capitalizing on the Value of a Brand Name, New York; the Free Press, 1991.
4 Asker. D. A.. "Dimension of Brand Personality", Journal of Marking Research, Vol,34,August, 1997, pp.347-356.   DOI   ScienceOn
5 Rho, Hyungjin, Multivariate Analysis by Excel and SPSS, Hanol Publishing Company, 2010.
6 Rho, Hyungjin, Research and Methodology by SPSS, Hakhyunsa, 2011.
7 L. S. James, S. A. Mulaik, and J. M. Brett, Causal Analysis: Assumptions, Models, and Data, SAGE: Beverly Hills, CA, 1982, p.119.
8 D. Gefen, D. Straub andM. Boudreau, "Structural Equation Modeling and Regression: Guidelines for Research Practice," Communications of the Association for Information Systems, Vol.4, No.7, 2001, p.14.
9 K. G. Joreskog and D. Sorbom, "Model Search with TERRAD II and LISREL," Sociological Methods and Research", Vol.19, No.1, 1989, p.203.
10 Rho, Hyungjin, Covariance Structure Analysis by Amos, Hanol Publishing Company, 2008, p.98.
11 Rho, Hyungjin, Structural Equation Modeling by Amos, Hakhyunsa, 2011.
12 Park, Chaeyoung, "A Study on the Effects of Cosmetics Types on Brand Loyalty", Hongik University, Ph.D. Dissertation, 2011.
13 Oh, Hangryeo, "A Study on the Effects of Korean National Image on Korean Products" Kookmin University, Ph.D. Dissertation, 2009.