• Journal of Korea Trade
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• v.23 no.6
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• pp.33-51
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• 2019

Purpose - The purpose of this study is to provide practical implications for Korean companies searching for new market opportunities. From the experimental analysis, the impact of country image on product-country image and purchase intention of Korean products are measured. In addition, this study disaggregates the impacts of country image and product-country image and purchase intention among ethnic groups in South Africa for searching further useful implications. Design/methodology - To examine South African consumers' country image and product-country image towards Korean products, data were collected between June and July 2019 through an online questionnaire, and 335 questionnaires were used for analysis. Firstly, the multivariate analysis was conducted to examine the general tendency of South African consumers' perceptions of country image to Korea, product-country image, and purchase intention among three ethnic group consumers. Then in order to verify the country image model and hypotheses of the study, we analyzed the structural models for each of the three ethnic groups and compared the sizes of the path coefficients for each groups. To compare the difference of path coefficients across ethnic groups, configural invariance, metric invariance, and scalar invariance tests were conducted sequentially. Findings - In the black and white ethnic groups, the country image had a statistically significant impact on product-country image, but it did not affect the purchase intention to Korean products. The product-country image showed a statistically significant impact on the purchase intention to Korean products in both ethnic group. However, in the coloured ethnic group consumer, the country image had a significant effect on the product-country image, but it did not affect the purchase intention of Korean products. In addition, the product-country image did not have a significant influence on the purchase intention of coloured ethnic group consumers unlike black and white ethnic group consumers. The results of this study suggest that even though differences in terms of the impact of CoI on PCI and PI were investigated for the sample of white, coloured, and black respondents, the groups seemed to respond in a reasonably comparable manner. Originality/value - South Africa occupies more than 20% of Africa's total GDP in sub-Saharan Africa and is a hub for Southern African logistics as a hub for Korean companies to enter Africa. However, it is rare to find a study focused on the determinants of consumer behavior in South Africa. In particular, this study disaggregates the impacts of country image and product-country image on consumer behavior across ethnic groups in South Africa. Therefore, this study could provide practical implications for Korean firms which desire to diversify their export markets and pioneer future markets.

• Cross-Cultural Studies
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• v.27
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• pp.145-166
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• 2012

In this Study, the search and analysis for the contents of the mass media, especially, such as newspaper articles, broadcast campaigns, broadcating advertisings, the Internet, etc, are accomplished under the assumption that the cause of the negative and fragmentary images about Africa holds a place in Korea's heart resulting from Korean mass media. Africa was seen as not only the continent of famine and diseases, but also a safari and the Nature's repository. However, these images are only the fragments of information about the African continent. So, we have to understand and recognize the origin of Africa in aspect of its learning and the mythology as well as the truth of the African as modern human origins. Moreover, we have to do our endeavor to have a good perspective about Africa as our future partner somewhat less than the wretched continent that we applaud their effort to the pursuit of stability and the development in terms of their modern cities, economy and politics and we have to aid and send relief cargoes simply.

• Journal of the Korean Geographical Society
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• v.47 no.3
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• pp.440-458
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• 2012

This study analyzed the ignorance and prejudice with regard to African culture, which can be seen at the textbook and class course centering the geography class from 1990's to the present, and reviewed critically the related education and learning effects for mutual understanding. This study results are as follows: First, in the geographic environment contents, the image regarding huge continent, the local image regarding the various physical environments and the geographical importance as the ancient civilization birthplace were not included in the description. Second, the description regarding the African culture and history was focused to the singular African image, so the fixed concept and distorted image has been rooted into the formation of cultural meta-knowledge. Third, the negative sides rather than positive development and the past backward facts rather than changed status have been emphasized in the description regarding African resources and industry as well, so only the region surrounded with the various problems including poverty and the image as underdeveloped country have been rooted into the description. Now, real Africa view, an image for a variety of attractive and vibrant Africa rather than the same culture and characteristics of African must be learned in text books.

• Journal of the Korean Society of Costume
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• v.59 no.4
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• pp.14-25
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• 2009

This Study is purposed to comparative analysis in the case of balanced with Ethnic image fashion and the event of an unbalanced between fashion and make-up and to reconfigure on the make-up of the features on the Ethnic image Fashion in the 21st century. The result of this study is as follows. First, in the case of Japanese ethnic image make-up, to emphasize applied forms and formative characterization, they generally use circles and horizontal lines. Also the harmony between Japanese image make-up and primary colors like white and red strengthen ethnic images better. In the event of an unbalance between fashion and image make-up, fashion occurs dynamically in Africa and linearly in China. Sexy & natural image make-up also widely appear in the modern view. Second, in the case of African ethnic make-up balanced with African image fashion, the form is repeatedly dotted, widely water-colored, and mattedly textured using ash make-up colors such as white, red, gold, gray and so forth. African image make-up strongly expresses primitive natural beauty adding primal tribal painting art and mask forms. In case of an unbalance between fashion and image make-up, no distinctive ethnic image make-up appears. To emphasize natural patterns as well as splendid & decorative fashion, they try not to use primary colors, but instead focus on natural make-up and monotone colored point make-up, sexy make-up, avant-garde make-up, goth make-up, romantic make-up, glossy make-up.

• The Research Journal of the Costume Culture
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• v.11 no.2
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• pp.293-319
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• 2003

Retro, one of these fusion styles, was found in various pattern in fashion. Recent fashion trend shows coexistence with variety which cannot be represent by one or two themes, and introduces various images in a season. Therefore, this study was found three fusion image of Retro pattern which has appeared since 1990; Romantic, Ethnic, and Hippie-look. shown in VOGUE, BAZZAR and etc. 1, Romantic image overcame the exaggerated style of 18th century and expressed in a volume gown, a tight dress of high-waist, and bustier. In addition, beads or sequin became more brilliant and gorgeous which decorated the whole clothing. 2. Ethnic image was expressed with fusion of particular traits from all of the world such as Japan, China, India, South America, Greece, and Africa. 3. Hippie-look image has been shown in slim & long silhouette style, and fusion styles of romantic factors or ethnic factors were also found. Retro as one of the phenomenon of fusion was found in romantic image, ethnic image and hippie-look Image.

• Journal of the Korean Society of Costume
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• v.61 no.2
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• pp.116-130
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• 2011

Ethnic fashion and makeup were studied. 264 fashion designs from pret-$\`{a}$-porter collections in Milan and New York from 2001 S/S to 2005 F/W were analyzed. The major conclusions of the study are as the following: 1. The major types of ethnic fashion and makeup were Africa. American Indian. Japan, India. China and Inca. Makeup types expressed in ethnic fashion were soft smoky, smoky, retro, nature, avant-garde, eastern. 2. Makeup types expressed in ethnic fashion were used for the image for the designer's collections rather than ethnic features. Soft smoky and smoky makeup types were more used than others. 3. Soft smoky makeup types were more expressed in S/S seasons than in F/W seasons. In F/W seasons soft smoky and smoky makeup types were more expressed than other types. 4. Soft smoky and smoky makeup types were more expressed than others in Milan and New York collections commonly. 5. To emphasize the ethnic image for ethnic fashion, ethnic makeup arts like China, Japan, India, Africa, American Indian, Inca makeup arts and soft smoky, smoky makeup arts were represented.

• Journal of the Korean Society of Clothing and Textiles
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• v.31 no.6 s.165
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• pp.911-922
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• 2007

In this study, for the purpose of correct viewing on the image of Africa and understanding of modem fashion, African image and art, the general characteristics of African costume, the background of fashion subjecting African image, and the trend according to ages were examined based on theoretical background. Then the researcher drew African image by analyzing the works in four 2005 S/S major fashion collections to designers and design factors. The ten voted designers' and brands' works in 2005 S/S collections had four concepts of African image; 'Wild Erotic', 'Abstract Primitive', 'Natural Elegant' and 'Sporty Romantic'. The viewpoint of modem fashion on African image from the aspect of design, designer and fashion trend can be examined as below. First, African costume, which was religious and ceremonial, appeared to emphasize its esthetic side with decorative details in modem fashion design and designers competed to choose a method to harmonize tradition and modem style and by adopting these from occult to decorative meaning, Second, fashion designers presented city unpolished beauty of modem women to a special style and made african image to be recognized as a code of fashion culture by integrating it with modem people's mind to go back to the past and admiration for the purity of nature. Third, thanks to the instinctive vitality hidden in the primitive life, inspiration for creative design that is found in the esthetic mind of the Indians, foreign taste emphasizing ethnic trend, and admiration to naturalism due to the increase of concern over ecology, 'African image' led the beginning of 21C trend by being settled as a in fashion trend.

• East Asian Journal of Business Economics (EAJBE)
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• v.6 no.3
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• pp.37-47
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• 2018

Purpose - This paper investigates the major determinants of consumer decision making for smartphone's consumers in a developing country in Africa especially in Gabon. Analysis of Perceived Quality, Perceived Price, Perceived Risk, Brand Image, Perceived Value, and Purchase Intention Research design and methodology - In order to proceed the empirical research, online survey was done via email and social media network and data was collected from 289 random respondents. Therefore, to assess the reliability, the validity and test hypothesis Statistical Package for Social Sciences (SPSS) version 21 was used. Results - After data collection and analysis, results have proved that brand image, perceived price does influence perceived quality, and perceived quality negatively influence perceived risk. The results also show perceived risk along with brand image, perceived price and quality could not influence perceived value. The findings also indicate that perceived value slightly influence purchase intentions. Conclusions - The results of the study show that it is essential to develop an understanding of value in the purchasing process. This study should also provide a glimpse to both marketers and manufacturers about consumers' perceptions towards smartphones.

• Journal of the Korean Society of Costume
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• v.51 no.7
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• pp.63-73
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• 2001

The purpose of this study was to be of use for more successful prediction of possible Prevailing aesthetic characteristics in the future, by reviewing how decadent features have actually been unfolded in fashion and make-up since the end of 20th century, as we are now in the new 21st century. The decadent traits of modern fashion and make-up since the late'90s could be listed as follows : first, the fashion has intentionally been designed to look disgusting, where realistic and imaginary images coexist, by using a half-man, half-machine image or vividly describing detestable animal skin, There have also been disgusting features in the make-up, which are so extremely weird that we can created by adding vinyl or pieces of textiles like Patch of the 17th century. Second, the satanic character of the fashion seems to be meant to keep in harmony with evil image such as Dracula, witch, skeleton or warrior of the evil, in order to charge the unnatural, inhuman and fin-de-siecle Phenomenon and find out what It really means for the inner world of men. And the demonic expressions of the make-up chiefly use white or black color or blue color of low saturation or low lightness, and part of facial features is exaggerated or shortchanged. Third, the decadent characteristics are expressed in the fashion by attaching sensational ornament to the human bode or using sexual exposure. So they give unnatural, unsound and extremely erotic impressions. The decadent features in the make-up are generated by excessively using a gay red color or sensational, exciting colors. Fourth, the exoticism of the fashion is largely affected by China's Chipaoh, Japan's Kimono or primitive motives from Africa, as there are increasing interests in Asia. And that of the make-up leans toward the East, as Kabuki make-up from Japan, Kyongkeuk make-up from China or the primitive features from Africa are employed.

• Cross-Cultural Studies
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• v.28
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• pp.87-114
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• 2012

The Maa speaking Torobo people inhabiting the southern portion of the Mau Escarpment in Kenya approach both individual and community survival from a relational orientation focused on ethnic identity and responsibility. This social responsibility to the tribe is in stark contrast to Torobo relationships with other ethnic groups. The purpose of the research is twofold. First, the paper explores how folkloric language through a trickster image reflects important cultural and social ideals, understandings, and patterns of thought in Torobo world view. A second purpose is to offer ethnographic information to scholars and students' alike necessary for world view studies of eastern Africa specifically focused on the interplay between anthropomorphic tales and the social context in which these stories are utilized. The key research question for this analysis asks how the trickster image in Torobo folklore conceptualize the life experience. A Torobo folktale entitled, The Clever Hare, is the text chosen for analysis with the hare character as the protagonist. A second query explores the importance of the trickster image in understanding Torobo world view categories of Self and Other. The analysis contributes an ethnographic perspective for the world view categories of Self and Other as well as trickster folklore by examining the nature of Torobo-ness using the tale of the cunning hare as a research tool.