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 The Effect of Cultural Factor on Consumers' Evaluation of Foreign Brands Case of Viet Nam
Tác giả hoặc Nhóm tác giả: Le Phuoc Cuu Long , Nguyen Thi Minh Chi , Ho Than Ai Van ,Nguyen Le Ngoc Tram and Le Hoang Thao Nguyen
Nơi đăng: kỷ yếu hội thảo CITA 2021; Số: 10;Từ->đến trang: 46;Năm: 2021
Lĩnh vực: Kinh tế; Loại: Bài báo khoa học; Thể loại: Trong nước
TÓM TẮT
The recent development of social networks played an important role in pushing the global spread of foreign culture much more straightforward. Hallyu - An expansion of Korean popular culture has been increasing in popularity and becoming influential worldwide. The first purpose of our research was to investigate the role of cultural factors as a halo effect in triggering consumers' attitudes toward foreign brands. The second purpose was to explore whether the Korean popular culture, Hallyu, can be translated as a general cultural factor. Based on the concept test format, the 300 Vietnamese respondents were asked to evaluate the brand attitude toward foreign products made in Korea, Japan, and the USA. Generally, the results showed that the cultural effect, defined as the combined effect of cultural familiarity and cultural distance, worked on imaging transfer of the country of origin to brand evaluation of foreign brands. Cultural distance moderated the image transfer of cultural understanding to foreign brands. Nonetheless, the cultural effects on brand attitude worked only for Korean products when we separated product types into symbolic and functional products. Before instituting a new foreign market brand, Korean enterprises should advertise cultural effects, such as Hallyu, and target foreign consumers who feel similar in Korean culture. Hallyu was discovered to work as a halo effect specialized to Korean culture. However, future research needs to be carried out to investigate whether similar results can be found in different countries.
ABSTRACT
The recent development of social networks played an important role in pushing the global spread of foreign culture much more straightforward. Hallyu - An expansion of Korean popular culture has been increasing in popularity and becoming influential worldwide. The first purpose of our research was to investigate the role of cultural factors as a halo effect in triggering consumers' attitudes toward foreign brands. The second purpose was to explore whether the Korean popular culture, Hallyu, can be translated as a general cultural factor. Based on the concept test format, the 300 Vietnamese respondents were asked to evaluate the brand attitude toward foreign products made in Korea, Japan, and the USA. Generally, the results showed that the cultural effect, defined as the combined effect of cultural familiarity and cultural distance, worked on imaging transfer of the country of origin to brand evaluation of foreign brands. Cultural distance moderated the image transfer of cultural understanding to foreign brands. Nonetheless, the cultural effects on brand attitude worked only for Korean products when we separated product types into symbolic and functional products. Before instituting a new foreign market brand, Korean enterprises should advertise cultural effects, such as Hallyu, and target foreign consumers who feel similar in Korean culture. Hallyu was discovered to work as a halo effect specialized to Korean culture. However, future research needs to be carried out to investigate whether similar results can be found in different countries.
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