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Korean Brand Globalization: How it works for the Vietnamese market

이영찬|Nguyen-Hanh Tang|Aaron Rae Stephens
한국아시아학회 (The Korean Association Of Asian Studies(Kaas))|2019.11|아시아연구 (The Journal of Asian Studies)|제22권 제4호|pp. 1-50|DOI 10.21740/jas.2019.11.22.4.1

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참고문헌

키워드

적대감국가 이미지country image제품 평가ethnocentrismVietnamese market베트남 시장자문화 중심주의Korea’s nation brandingKorean brand globalizationKorean productsVietnamese consumer purchase behavioranimosityworld-mindednessproduct judgm한국 국가 브랜딩한국 브랜드 세계화한국 상품베트남 소비자 구매 행동세계화 마인드
주제분류지역학

초록

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.

Abstract

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.

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