Abstract
ABSTRACTDespite its success in the world market, Hallyu’s stability as the leading cultural industry has been doubted. This study explores the effect of attributes of Korean trendy drama on consumer attitude, national image, and consumer acceptance intention. Affection and affinity are attributes of Korean trendy drama found to have positive influence on the consumer attitude towards Korean drama, which positively influences national image and acceptance intention of Korean visual media contents. Consumer response is found to differ in accordance with the length of stay in Korea. The study has significance in contributing to deeper understanding to sustain Hallyu across nations.
Sign-in/Register to access full text options 
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.
