한류가 한국 화장품 브랜드의 이미지에 미치는 영향 = 한류광고 vs. 국가이미지 효과

다국어 초록 (Multilingual Abstract)

This study is intended to empirically examine how the Korean wave in China affects Chinese consumers` images of Korean cosmetics brands. Specifically it is proposed that the Korean wave positively influences images of Korean cosmetics brands through favorable Korean images and favorable attitudes toward advertisements featuring Korean drama stars. Many Korean marketers, in order to captialize on goodwill built through popular Korea TV dramas and stars, have employed TV advertising featuring Korean TV stars. In other words, the Korean Wave in China may lead to Chinese favorable perceptions of Korean brands through Korean wave advertising. On the other hand, one can argue that the Korean wave can lead to Chinese favorable images toward Korean brands without Korean wave advertising. the Korean wave can lead to favorable images of Korea, which may influence Chinese perceptions of Korean brands throuhg country-of-origin effects. Therefore, we examine two possible paths on how the Korean wave may affect Chinese images of Korean cosmetic brands through Korean wave advertising and country-of-origin effects. The Korean wave was examined with Chinese affections toward Korean television dramas and drama stars. A structural model was proposed to test these propositions. Surveys were conducted with 181 young female Chinese in Peking. The respondents were mostly graduate students from two major universities in Peking. They were selected because firstly they were active users of cosmetics and secondly they were also believed to be reasonably familiar with Korean dramas and TV stars. We chose Korean stars and cosmetic brands which are quite well known to the respondents. They were Song Hye Kyo and Bae Yong Jun with Laneige and The Face Shop brands. We tested internal consistencies of the measures through Cronbach alpha coefficients and congeneric reliabilities, convergent and nomological validities through confirmatory factor analysis. We found that our measures were reasonably reliable and valid. In addition, Amos 6.0 was employed to estimate structural path coefficients. The overall goodness of fit indices for the model were reasonable good, which suggest a reasonable good fit for the proposed model. The findings suggest that Chinese women with strong affection toward Korean television dramas and stars tend to have favorable images of Korea and favorable attitudes toward advertisements featuring Korean stars. and finally positive perceptions of Korean cosmetics brands. In addition, we found that Korean drama stars showed greater influence in images of the brands that do Korean dramas. Interestingly we also found that the mediating role of Korean country image in brand attitudes were greater than that of attitudes toward advertisements features Korean drama stars. Finally, marketing implications were discussed. Our findings suggest that Korean marketers without employing Korean wave advertising featuring Korean stars may still benefit greatly from goodwill built from the Korean wave. In addition, since stars` influences are greater than TV dramas, marketers perhaps ought to concentrate more on Korean stars than the content of TV dramas in their marketing.

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