Despite 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.
|Translated title of the contribution||The effect of attributes of Korean trendy drama on consumer attitude, national image, and consumer acceptance intention for sustainable Hallyu culture|
|Original language||Chinese (Traditional)|
|Number of pages||19|
|Journal||Journal of Global Fashion Marketing|
|Publication status||Published - 2020 Jan 2|
Bibliographical noteFunding Information:
This work was supported by Global Research Network program through the Ministry of Education of the Republic of Korea and the National Research Foundation of Korea. (NRF2017S1A2A2041810)
© 2019, © 2019 Korean Scholars of Marketing Science.
All Science Journal Classification (ASJC) codes
- Cultural Studies
- Strategy and Management
- Management of Technology and Innovation