An Empirical Study on the Effect of Korean Wave on the Brand Loyalty of Korean Products in Chinese Market

RHO, HYUNG JIN

@article{ART001771898},
author={RHO, HYUNG JIN},
title={An Empirical Study on the Effect of Korean Wave on the Brand Loyalty of Korean Products in Chinese Market},
journal={Journal of The Korea Society of Computer and Information},
issn={1598-849X},
year={2013},
volume={18},
number={5},
pages={157-165}

TY - JOUR
AU - RHO, HYUNG JIN
TI - An Empirical Study on the Effect of Korean Wave on the Brand Loyalty of Korean Products in Chinese Market
JO - Journal of The Korea Society of Computer and Information
PY - 2013
VL - 18
IS - 5
PB - The Korean Society Of Computer And Information
SP - 157
EP - 165
SN - 1598-849X
AB - The mid-20th century witnessed a wide spread of Korean culture in Japan, China and Southeast Asia and China now has become the biggest trade partner and export market, as well as the No. 1 source of import and the biggest investment country of Korea. With the spreading of the Korean popular culture in China, brand loyalty to Korean products is improved. Taking the Chinese market as the basis, this research aims to make an analysis of the implications of ‘Korean Wave’, Korean advertisements and the image of Korea on brand loyalty to cosmetics made in Korea. To achieve the research aim, questionnaires were used in conducting the survey, mainly in Beijing. Excluding the invalid ones, altogether 180 questionnaires were collected, based on which an empirical analysis was carried out on the correlation between ‘Korean Wave’, effects of Korean advertisements, image of Korea, brand recognition, and brand loyalty to products made in Korea. The major analyzing tools are SPSS 20.0 and AMOS 20.0. The findings are as follows:1. Korean films, dramas, and attachment for Korean movie stars (representative of ‘Korean Wave’) all have a positive influence on brand loyalty. Recognition of the country image of Korea, to some extent, also has positive implications on brand recognition. 2. Empirical analysis assists in the testing of the degree of recognition and attachment of cosmetics made in Korea, as well as brand loyalty to them.
KW - Koreanwave;brand recognition;brand attachment;brand loyalty;effects of advertisements;national image
DO -
UR -
ER -

RHO, HYUNG JIN. (2013). An Empirical Study on the Effect of Korean Wave on the Brand Loyalty of Korean Products in Chinese Market. Journal of The Korea Society of Computer and Information, 18(5), 157-165.

RHO, HYUNG JIN. 2013, "An Empirical Study on the Effect of Korean Wave on the Brand Loyalty of Korean Products in Chinese Market", Journal of The Korea Society of Computer and Information, vol.18, no.5 pp.157-165.

RHO, HYUNG JIN "An Empirical Study on the Effect of Korean Wave on the Brand Loyalty of Korean Products in Chinese Market" Journal of The Korea Society of Computer and Information 18.5 pp.157-165 (2013) : 157.

RHO, HYUNG JIN. An Empirical Study on the Effect of Korean Wave on the Brand Loyalty of Korean Products in Chinese Market. 2013; 18(5), 157-165.

RHO, HYUNG JIN. "An Empirical Study on the Effect of Korean Wave on the Brand Loyalty of Korean Products in Chinese Market" Journal of The Korea Society of Computer and Information 18, no.5 (2013) : 157-165.

RHO, HYUNG JIN. An Empirical Study on the Effect of Korean Wave on the Brand Loyalty of Korean Products in Chinese Market. Journal of The Korea Society of Computer and Information, 18(5), 157-165.

RHO, HYUNG JIN. An Empirical Study on the Effect of Korean Wave on the Brand Loyalty of Korean Products in Chinese Market. Journal of The Korea Society of Computer and Information. 2013; 18(5) 157-165.

RHO, HYUNG JIN. An Empirical Study on the Effect of Korean Wave on the Brand Loyalty of Korean Products in Chinese Market. 2013; 18(5), 157-165.

RHO, HYUNG JIN. "An Empirical Study on the Effect of Korean Wave on the Brand Loyalty of Korean Products in Chinese Market" Journal of The Korea Society of Computer and Information 18, no.5 (2013) : 157-165.

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