• Journal of the Korean Society of Clothing and Textiles
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• v.48 no.2
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• pp.328-349
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• 2024

In the last decade, Korean culture has progressively facilitated the assimilation of appearance-related norms established by modern Korean society among young generations in Vietnam. Of note, Vietnamese consumers residing in Korea, under the influence of diverse sociocultural factors, are aligning themselves with an ideal standard of Korean beauty through cultural adaptation. This study explores how Vietnamese students internalize Korean beauty standards and the resultant negative behavioral reactions. We investigated the effects of sociocultural pressures (media, in-group, and out-group pressure) on risky appearance management and irrational purchase behavior by mediating sociocultural internalization toward appearance. We tested how the mechanism underlying these variables differs based on how long one has resided in Korea. A total of 213 female participants were surveyed online. The research model was tested using structural equation modeling through AMOS 22.0. The findings show that media and out-group pressure significantly increased sociocultural internalization, which led to consumer behavior in the form of risky appearance management and irrational purchases. The influence of internalization on consumption behavior was stronger for short-term residents of Korea. This study contributes to the literature on acculturation by investigating how foreign consumers accept the host country's ideal beauty standards.

• Journal of the Korea Convergence Society
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• v.12 no.10
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• pp.161-167
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• 2021

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.

• Agribusiness and Information Management
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• v.12 no.1
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• pp.36-49
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• 2020

This study pertains to direction of exports direction of major agricultural commodities viz., rice, maize, bengal gram, chillies and cotton from India. In the ensuing next decade during 21st century, India is likely to witness changes in the export pattern of these commodities due to both internal and external constraints. One of the major internal constraints is mounting cost of production. Similarly, one of the most important external constraints include excessive subsidization by importing countries that makes Indian commodities less competitive in the international market. So, the important research question is to analyse the direction of exports of major agricultural commodities from India during post-WTO regime. The dynamic nature of trade pattern of the selected commodities was analyzed by employing the first order Markov process by examining gains and losses in respect of export shares of major Indian agricultural commodities to different countries. During the post-WTO regime, it was found that Saudi Arabia for rice, Bangladesh for maize, Pakistan for bengal gram, Malaysia for (dry) chillies, China, mainland for cotton are the loyal destinations for the commodities. The increasing demand for the selected commodities in countries like Saudi Arabia, Côte d'Ivoire for rice; Malaysia for maize; Pakistan and Algeria for Bengal gram; USA and Sri Lanka for (dry) chillies and Vietnam, Pakistan and Indonesia for cotton need to be explored for augmenting the exports. In order to achieve this goal, it is essential that consumer preferences in newer markets, market intelligence and impediments for augmenting exports need to be researched. It is also high time to analyze the export competitiveness of selected commodities across these importing countries.

• The Journal of Asian Finance, Economics and Business
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• v.9 no.4
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• pp.121-129
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• 2022

This study intends to analyze the impact of the country of origin on the intention to ingest COVID-19 vaccinations by measuring Vietnamese people's perceptions of India in the manufacture of COVID-19 vaccines. The research is done using a quantitative method, and primary data was obtained using a conventional manner based on the willingness of the research respondents, who are Vietnamese persons aged 18 and up, to contribute information. The findings revealed that perceived brand association and perceived brand quality directly positively impact the COVID-19 vaccine's consumption intention and willingness. Meanwhile, while the perceived country image component has no direct effect on consumption intention, it does have a positive indirect effect on consumption intention through perceived brand linkage and perceived brand quality. The findings also emphasize the importance and significance of a country's image in brand association and quality perception. The study's findings imply that to increase consumers' willingness to buy India's COVID-19 vaccination, the country should develop communication initiatives to improve consumer perceptions of the country's image, the perceived value of the brand association, and brand quality.