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http://dx.doi.org/10.14400/JDC.2019.17.10.447

The Effect of Nation and Celebrity Reputation on Korean Products Purchase Intention: Focused on Kazakhstan  

Tyo, Yelena (Graduate School of Dept. Media and Communication, Sungkyunkwan University)
Moon, Hyo-Jin (Dept. Advertising & Public Relations, Semyung University)
Publication Information
Journal of Digital Convergence / v.17, no.10, 2019 , pp. 447-452 More about this Journal
Abstract
This paper analyzed the impact of nation and celebrity reputation on purchase intention in Kazakhstan. Kazakhstan people aged 10 to 30 years were surveyed. The study proved that the national reputation has positive impacts on the purchase intention of Korean products. However, the Korean celebrity reputation has not statistically affected the intention of purchasing Korean products. In other words, it confirmed that the country of origin effect of Korea is affecting purchases of products from the countries concerned. Therefore, based on the country's reputation for Korea in Kazakhstan, it is believed that the promotion activities of Korean products will encourage consumers to make purchases.
Keywords
Reputation; Nation Reputation; Celebrity Reputation; Purchae Intention; Korean Wave;
Citations & Related Records
Times Cited By KSCI : 3  (Citation Analysis)
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