국가브랜드에 관한 사회마케팅적 연구: 탐색적 조사 = A Study on the Nation Brand by Social Marketing Mix: Exploratory study

다국어 초록 (Multilingual Abstract)

Korea as a nation brand has been analyzed by the perspective of social marketing mix to find any difference between developed countries vs non developed countries. The perspective of social marketing mix refers to product, price(cost), place and promotion. The research questions applied in this study are followings: 1) Is there any difference in product level between developed countries and non developed countries? 2) Is there any difference in price between developed countries and non developed countries to identify Korea as a nation brand? 3) Is there any difference in access channels(place) to Korea between developed countries and non developed countries? 4) Is there any difference in promotion of Korea between developed countries and non developed countries? In the elements of product and price(cost), people from non developed countries perceived Korea as a nation brand with the concept of economic level and the economy associated area while those from developed countries positioned Korea with non econom-Korea as a nation brand has been analyzed by the perspective of social marketing mix to find any difference between developed countries vs non developed countries. The perspective of social marketing mix refers to product, price(cost), place and promotion. The research questions applied in this study are followings: 1) Is there any difference in product level between developed countries and non developed countries? 2) Is there any difference in price between developed countries and non developed countries to identify Korea as a nation brand? 3) Is there any difference in access channels(place) to Korea between developed countries and non developed countries? 4) Is there any difference in promotion of Korea between developed countries and non developed countries? In the elements of product and price(cost), people from non developed countries perceived Korea as a nation brand with the concept of economic level and the economy associated area whilethose from developed countries positioned Korea with non economic elements. In place(access channels to product) and promotion elements, both people from developed and non developed countries differently positioned Korea as a nation brand according to their life style based on their country`s economic level and media consumption behaviors. This study has been performed in the form of secondary analysis by using the data from the Nation Brand Committee.

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