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http://dx.doi.org/10.15207/JKCS.2021.12.10.161

Comparison of Vietnamese Consumer Response to Advertisements of Korean Companies and Vietnamese Companies: Focusing on Balance Theory  

Han, Sangpil (Department of Advertising and PR, Hanyang University)
Publication Information
Journal of the Korea Convergence Society / v.12, no.10, 2021 , pp. 161-167 More about this Journal
Abstract
This study was conducted for the purpose of comparing the advertising effect of Korean companies and Vietnamese domestic companies by applying the balance theory to Vietnamese consumers emerging as a new market for Korean companies. An experiment was conducted on female university students, and cognitive, emotional, and behavioral responses to advertisements in the two countries were investigated. The results showed that there was no difference in the cognitive dimension of Vietnamese consumers' evaluation of advertisements in Korea and Vietnam, but there is a difference in the emotional dimension and the behavioral dimension. This study contributed theoretically to the possibility of applying the balance theory to the study of international advertising effects, and the implications of international advertising of Korean companies in the underdeveloped markets were discussed.
Keywords
Advertising effects; National image; Balance theory; International advertising; Vietnamese market;
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