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Suggestions for Korea's corporate image, product image, and purchase intention with consumer hostility: focusing on Korean Wave and satisfaction variables

East Asian Journal of Business Economics / East Asian Journal of Business Economics, (E)2288-2766
2018, v.6 no.4, pp.25-34
https://doi.org/10.20498/eajbe.2018.6.4.25
Bae Jeong Min
Lee Chun Su
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Abstract

The purpose of this study is to investigate the effect of Korean Wave on consumer intentions by adjusting the Korean image and image of Korean company to counterbalance the hostility through the control effect of Korean Wave We propose a research model and a hypothesis.

keywords
consumer hostility, corporate image, product image, purchase intention

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East Asian Journal of Business Economics