Korean Brand Globalization : How it works for the Vietnamese market

국문 초록 (Abstract)

본 연구는 베트남 소비자들에게 있어 한국의 국가 브랜드 세계화와 베트남에서의 한국 제품의 강점을 이론적인 틀을 통해 설명하고자 한다. 특히, 통합적 관점에서 이론적 틀을 개발하기 위해 믿음/인식, 평가/태도, 행동 의도의 3단계를 통합한 개념적 모델을 제안한다. 본 연구는 최근 한-베트남 경제 협력, 무역, 정치 역사에 대한 심층적인 조사와 문헌연구를 통해 원산지 인식에 대한 종합 척도 (민족주의, 적대감, 세계주의)를 개발하고 소비자 태도에 대한 효과 (국가 이미지, 제품 평가, 구매의도)를 실증적으로 조사한다. 연구목적을 달성하기 위해 베트남 소비자에 대한 설문조사를 수행하고, PLS-SEM방법으로 실증분석을 수행하였다. 조사 결과에 따르면 베트남 소비자들은 한국 제품에 대해 복잡한 관점을 갖고 있는 것으로 나타났다. 세개의 독립 변수 (민족주의, 적개심, 세계주의) 중에서 세계주의는 국가 이미지, 제품 평가, 그리고 구매 의도에 가장 큰 정(+)의 영향을 미치는 것으로 나타났다. 그리고 제품 평가는 국가 이미지와 구매 의도 관계에 대한 완전한 매개 효과를 가지며, 세계주의와 구매 의도의 관계에 대한 부분적인 매개 효과를 갖는 것으로 조사되었다. 본 연구는 한국과 베트남의 역사, 상호 협력, 한류에 대한 광범위하고 종합적인 검토와 소비자 태도 및 의사결정 과정을 통해 베트남 소비자들이 한국 국가 브랜드와 한국 제품을 어떻게 생각하고 있는지 실증적으로 분석을 시도하였다는 점에서 의의를 갖는다.

다국어 초록 (Multilingual 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.

목차 (Table of Contents)

• Abstract
• Ⅰ. INTRODUCTION
• Ⅱ. KOREA – VIETNAM CONTEXT
• Ⅲ. LITERATURE REVIEW AND RESEARCH FRAMEWORK
• Ⅳ. RESEARCH DESIGN
• Ⅴ. EMPIRICAL ANALYSIS
• Ⅵ. IMPLICATIONS
• Ⅶ. CONCLUSION
• REFERENCES
• 국문요약

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