Wave of home culture and MNC performance

The Korean Wave (Hallyu)

Dados Bibliográficos

ID20043357
AutoresDaekwan Kim (0000-0001-9597-792X), Seong-Do Cho, Gang Ok Jung
Ano2013
Páginas193-216
Data de publicação2013-10-08
Peer ReviewedSim
Open AccessNão
TipoCHAPTER
PeriódicoInternational Marketing in Fast Changing Environment (SOURCE_BOOK)
EditoraEmerald Group Publishing Limited (PUBLISHER)
DOI10.1108/s1474-7979(2013)0000024012
OpenAlexW2460519932
ISBN9781781908969
IdiomaEN
Referências citadas56

Multinational corporations (MNCs) are converging world cultures by creating common consumer lifestyles across countries through standardized products. However, little is known about how consumers’ exposure to foreign cultures affects their purchase experience from the country. This study explores this gap in the literature by investigating how consumers’ exposure to foreign cultural source (e.g., entertainment) shapes their attitude toward its country. This attitude is conceptualized to influence the perceived product quality and corporate ability of the country’s MNCs, which are further hypothesized to influence consumers’ purchase experience with products offered by the MNCs. Furthermore, the impact of product quality and corporate ability on consumer purchase experience is expected to be moderated by consumer ethnocentrism. The study framework is tested in the context of the Korean Wave (or “Hallyu”) using data consisting of 533 Indonesian consumers. The results support most of the study hypotheses. Theoretical and managerial implications of these findings are discussed

Advertising · Business · Consumer ethnocentrism · Country of origin · Entertainment · Ethnocentrism · Geography · Indonesian · Korean Wave · Multinational corporation · Political science · Asian Culture and Media Studies · Consumer Behavior in Brand Consumption and Identification · Digital Marketing and Social Media · Psychology · Social Psychology · Marketing