Abstract
This study empirically examined the effects of the experiencing of Korean Wave content on the Korean image, purchasing intentions for Korean products and medical services, and visiting intention in two emerging markets for Korea: Brazil and the United Arab Emirates (UAE). 900 sample data was collected from October 4 to 20, 2019. A few practical implications were generated. First, in Brazil and UAE, Korea’s cultural image has a large impact on purchasing intentions for Korean products and intention to visit Korea. So Korea should leverage Korean wave content to strengthen Korea’s cultural image. Second, Korean entertainment, dramas, movies, and publications have a positive effect on purchasing and tourism intentions, such that they can be used in Korea’s marketing.
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
