글로벌 문화컨텐츠와 글로벌 브랜드 태도

• 영문명: Effects of Global Cultural Content on Global Brand Attitude : The Moderating Role of Susceptibility to Global Consumer Culture
• 발행기관: 한국무역연구원
• 저자명: 김병조(ByoungJo Kim)
• 간행물 정보: 『무역연구』제11권 제5호, 137~151쪽, 전체 15쪽
• 주제분류: 경제경영 > 무역학
• 파일형태: PDF
• 발행일자: 2015.11.30

영문 초록

This study focuses on the effects of cultural content which is enjoying much attention recently to find out the effects of consumers’ degree of experiences and preferences to global cultural content relative to susceptibility to global consumer culture, global brand image and buying attention. For this purpose, this study focused on the increasing trend of Korean youth interest in overseas drama content in order to investigate Korean youth experiences and preferences relative to overseas drama content and how these influence their global consumer culture formation. Additionally, this study tried to look into the direct effects of these young consumers’ degree of experiences and preferences for overseas drama content on their susceptibility to global consumer culture. As result, it was found that the degree of preferences and experiences of Korean youth relative to overseas drama content had significantly positive influences on susceptibility to global consumer culture. Based on these results, implications and practical strategies for global cultural marketing and cultural content policy-making are discussed.

목차

I. 서론

II. 문헌 연구 및 가설 설정

III. 실증 연구

IV. 결론

키워드

Cultural Contents Global Marketing Strategy Susceptibility to Global Consumer Culture