메뉴 건너뛰기
Library Notice
Institutional Access
If you certify, you can access the articles for free.
Check out your institutions.
ex)Hankuk University, Nuri Motors
Log in Register Help KOR
Subject
Humanities
General Humanities History Philosophy Religious Studies Linguistics and Literature Other Humanities
Social science
General Social Science Business Management Tourism Education Military Science Library and Information Science Law Sociology Journalism and Media Studies Psychological Science Political Science and Diplomacy Geography Public Administration Economics International Trade Anthropology Other Social Science
Natural science
General Natural Science Physics Biology Life Sciences Mathematics/Statistics Astronomy Earth Science Chemistry Other Natural Science
Engineering
General Engineering Architectural Engineering Mechanical Engineering Industrial Engineering Material/Energy Engineering Electrical and Electronic Engineering Marine and Ocean Engineering Chemical Engineering Computer Science Other Engineering
Medical science
General Medical Science Nursing Science Veterinary Pharmacy Traditional Korean Medicine Basic Medicine Clinical Medicine Other Medicine
Agriculture and Fishery
General Agriculture and Fishery Agriculture Fishery Science Food Science Forestry Animal Husbandry Marine Transportation Studies Other Agriculture and Fishery
Art and Kinesiology
General Arts Design Fine Arts Cosmetology Photography Music Fashion Kinesiology Performing Media Arts Other Arts and Kinesiology
Interdisciplinary Studies
Interdisciplinary Research Science and Technology Studies Brain and Cognitive Science Technology Policy Other Interdisciplinary Studies

KOR

Korean Brand Globalization : How it works for the Vietnamese market
Recommendations
Search
Questions

논문 기본 정보

Type
Academic journal
Author
Nguyen-Hanh Tang (Dongguk University Gyeongju) Aaron Rae Stephens (Hartwick College) Young-Chan Lee (Dongguk University Gyeongju)
Journal
The Korean Association of Asian Studies THE JOURNAL OF ASIAN STUDIES Vol.22 No.4 KCI Accredited Journals
Published
2019.11
Pages
1 - 49 (49page)
DOI
10.21740/jas.2019.11.22.4.1

Usage

cover
📌
Topic
📖
Background
🔬
Method
🏆
Result
Korean Brand Globalization : How it works for the Vietnamese market
Ask AI
Recommendations
Search
Questions

Abstract· Keywords

Report Errors
This study seeks to elucidate the globalization of Korea’s nation branding to Vietnamese consumers and the power of Korean products in Vietnam through a theoretical lens. Particularly, it proposes a conceptual model that incorporates three stages of belief/perception, evaluation/attitude, and behavioral intention to develops a holistic framework. By examining a deeper insight of the recent Korea-Vietnam economic cooperation, trade, and political history, this research uniquely develop through a literature review a holistic measure of the country of origin perceptions (ethnocentrism, animosity, and world-mindedness – a new adopted independent variable) and a delineated view of those effects on consumer attitude (country image and product judgment). To serve the purpose, we conducted an empirical research by surveying on Vietnamese consumer and by using PLS-SEM (partial least square-structural equation model). The results of this research indicate that Vietnamese consumers have a complex set of concerns regarding Korean products. Of the three independent variables (i.e., consumer ethnocentrism, animosity, and world-mindedness), world-mindedness is the most salient with three positive pathways, i.e., in the relationships with general country image, product judgment, and purchase intention. Moreover, the critical role of product judgment is also found through its full mediation effect on the relationship between general country image and purchase intention, and its partial mediation effect on the relationship between world-mindedness and purchase intention. Many academic and practical implications, as well as managerial practices for Korean businesses in Vietnam, are suggested in this paper. The implications can also be extended into other Asian markets. Despite a large number of studies focusing on the impacts of K-wave on young Vietnamese, this study and its findings are valuable for understanding how Vietnamese consumers consider the Korean nation brand and Korean products in consideration of a comprehensive review of historical events, bilateral cooperation and K-wave with relevance to Vietnamese consumer attitudes and decision-making.
#Korea's nation branding #Korean brand globalization #Korean products #Vietnamese market #Vietnamese consumer purchase behavior #ethnocentrism #animosity #world-mindedness #country image #product judgment #한국 국가 브랜딩 #한국 브랜드 세계화 #한국 상품 #베트남 시장 #베트남 소비자 구매 행동 #자문화 중심주의 #적대감 #세계화 마인드 #국가 이미지 #제품 평가

Contents

Abstract
Ⅰ. INTRODUCTION
Ⅱ. KOREA – VIETNAM CONTEXT
Ⅲ. LITERATURE REVIEW AND RESEARCH FRAMEWORK
Ⅳ. RESEARCH DESIGN
Ⅴ. EMPIRICAL ANALYSIS
Ⅵ. IMPLICATIONS
Ⅶ. CONCLUSION
REFERENCES
국문요약

References (0)

Add References
If the reference is being serviced by DBpia, please register through [Add Reference]

Recommendations

It is an article recommended by DBpia according to the article similarity. Check out the related articles!

Related Authors

Frequently Viewed Together

A Study on the Effects of Brand Globalness on Brand Trust and Brand Loyalty : Focusing on the Moderating Effects of Consumers’ Cultural Intelligence
Xin Liu ,  Yung-Chul Kwon Korea Trade Review 2017 .08
Glocalization 시대의 마케팅 전략 : 아사히맥주의 수퍼드라이 전략
김동기 Excellence Marketing for Customer 1997 .03
The Characteristics of Global Consumer Culture and Korean Firm's Strategy for Developing Global Brand
Chol Lee Korea Trade Review 2001 .09
A Study on the Strategies of Korean Export-Manufacturing Companies to Enter the Vietnamese Market and the Role of Korean Government in the Global Environment
Jong-Keon Lee The e-Business Studies 2019 .02
Glocalization as Process : American Hip Hop Culture in Northeast Asia
James St ,  ohmaie 동북아시아문화학회 국제학술대회 발표자료집 2009 .05

Recently viewed articles

Factors Affecting on the Returning to Farming: Focused on the Moderating Effects of Mentoring
Bong-Shik Kim, Kyu Soo Ha2021.09
 H-elementary School Interior Color Design
OhYon YIM, JiHye KIMKorean Society Of Color Studies2021.12

Comments(0)

0

Write first comments.

UCI(KEPA) : I410-ECN-0101-2020-300-000135345