An Empirical Study on the Effect of Korean Wave on the Brand Loyalty of Korean Products in Chinese Market (중국시장에 있어서 한류효과가 한국제품의 브랜드 충성도에 미치는 영향에 관한 실증적 연구)

RHO, HYUNG JIN (노형진)

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
Abbr : JKSCI
2013, 18(5), pp.157-165
Publisher : The Korean Society Of Computer And Information
Research Area : Engineering > Computer Science

RHO, HYUNG JIN ¹

¹경기대학교

Accredited

ABSTRACT

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.

KEYWORDS

Koreanwave, brand recognition, brand attachment, brand loyalty, effects of advertisements, national image

Citation status

* References for papers published after 2023 are currently being built.

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KJCKorea
Journal Central

Journal of The Korea Society of Computer and Information 2023 KCI Impact Factor : 0.65