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A Study on Korea Country Image and Cosmetics Brand Image in Vietnam Market by the Korean Wave
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한류가 베트남 시장에서 한국 이미지와 화장품 브랜드 이미지에 관한 연구

논문 기본 정보

Type
Academic journal
Author
Je-Hong, Lee (조선대학교)
Journal
Korea Association for International Commerce and Information International Commerce and Information Review Vol.17 No.3 KCI Accredited Journals
Published
2015.9
Pages
73 - 91 (19page)

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A Study on Korea Country Image and Cosmetics Brand Image in Vietnam Market by the Korean Wave
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Abstract· Keywords

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This study investigated how Korean image and cosmetics products image effect by the Korean Wave(Hanllyu) on the Vietnam Customer focus on the cosmetics. Especially, Korean Wave of this study consisted in the movie/drama, K-pop and Korean stars.
Korean image and cosmetics brand image was effected by factors related to the Korean Wave which had been deducted, based on preceeding research. A study was conduct in Vietnam where the spread of the Korean Wave content customer bases has been over along time. A total of 295 samples were used for th final analysis. Data analysis consisted of descriptive statistics, Cronbach"s alpha, a confirmatory factor analysis, and multi-regression.
It is also found that Korean image and cosmetics brand image has affect by Korean Wave. and Cosmetics purchasing intention has affect Korean image and cosmetics brand image.
#한류 #영화/드라마 #K-pop #한류스타 #국가이미지 #브랜드이미지 #Korean Wave(Hanllyu) #Korean Image #Cosmetics Products Image #Purchasing Intention

Contents

국문초록
Ⅰ. 서론
Ⅱ. 이론적 연구 및 가설수립
Ⅲ. 연구모형 및 실증분석
Ⅳ. 결론
참고문헌
ABSTRACT

References (35)

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[학술지(정기간행물)] - 한충민 / 2011 / 한류가 한국 화장품 브랜드의 이미지에 미치는 영향: 한류 광고 vs. 국가이미지 효과 / 경영학연구 40 (4) : 1055 ~ 1074 dbpia [학술지(정기간행물)] - 황인석 / 2008 / 한류의 경제적 파급 효과 : 중국 대학생들의 한국 대중음악에 대한 만족도가 한국 문화상품 구매의도에 미치는 영향 / 한국콘텐츠학회 논문지 8 (6) : 140 ~ 150 dbpia [학술지(정기간행물)] - Aaker, Jennifer L / 1997 / Dimensions of Brand Personality / Journal of Marketing Research 34 : 347 ~ 356 google schola [학술지(정기간행물)] - Bhattacherjee, A / 2004 / Understanding Change in Belief and Attitude toward Information Technology Usage; A Theoretical Model and Longitudinal Test / Management Information System Quarterly 28 (2) : 229 ~ 254 google schola [학술지(정기간행물)] - Choong Min Han / 1989 / Country Image: Halo or Summary Construct / Journal of Marketing Research 26 : 22 ~ 29 google schola

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