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http://dx.doi.org/10.14400/JDC.2018.16.7.401

A study of Koreans and Mexicans opinion's of Korean society's perception of Mexico  

Coutino Lopez, Gloriana (Dept. of Design Management, International Design school for Advanced Studies, Hongik University)
Kim, Boyeun (Digital Media Design, International school for Advanced Studies, Hongik University)
Publication Information
Journal of Digital Convergence / v.16, no.7, 2018 , pp. 401-408 More about this Journal
Abstract
In the past years, the influx of Korean tourists to international destinations has seen a significant rise, especially in non-Asian countries. However, Mexico is still far from a popular destination to the average Korean tourist. Using Keller's brand equity model, this paper researches Koreans' opinions and general brand image of Mexico in an attempt to identify both the positive and negative perceptions they have of this country. Keller's brand model analyses four different levels of engagement between the customers and the brand. We want to know the degree to which Koreans have been engaged in Mexico as a brand nation and as a tourist destination. Research findings through this study will reveal the needs and insights that offer opportunities relevant for the planning, creation, design and development of new approaches for Mexico's nation brand promotion.
Keywords
Design research; Nation Brand Image; Design opportunities; Mexico; Korea;
Citations & Related Records
Times Cited By KSCI : 2  (Citation Analysis)
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