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http://dx.doi.org/10.5762/KAIS.2019.20.5.170

Effects of Marketing Strategies on Intention of Purchase: Comparison between China and Korea  

Yaxiu, Guandian (Department of Arts and Cultural Management, Graduate School, Hongik University)
Shin, Hyung-Deok (College of Business Administration, Hongik University)
Park, Ji-Hye (Department of Arts and Cultural Management, Graduate School, Hongik University)
Publication Information
Journal of the Korea Academia-Industrial cooperation Society / v.20, no.5, 2019 , pp. 170-179 More about this Journal
Abstract
Following the uprise of the Korean Wave, Korean big entertainment corporations, such as SM or YG, are selling cultural products through their subsidiaries. These cultural products or 'cultural goods' are using artists' images of the entertainments for various products including stationary, consumer electronics, cosmetics, snacks, etc, to produce significant profits. We focused on the level of marketing strategy that affects the intention of purchase of those cultural goods. Specifically, we classified three levels including product-level(quality and design), brand-level(price and brand name), and corporate-level(merchandising and sales methods) and investigated if consumer nationality has any effects on the relationship. Based on the survey results performed by 220 Korean and Chinese college students, we found that Chinese consumers generally have higher intention to purchase on Korean cultural goods. Especially, Chinese consumers showed that their purchase intention is affected by price and brand name strategies, thus we found that they are more sensitive to brand-level marketing strategies.
Keywords
Korean Wave; Intention to Purchase; Cultural Goods; Level of Marketing Strategy; Nationality;
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Times Cited By KSCI : 4  (Citation Analysis)
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