ORCID
- Saeyeon Roh: 0000-0002-1985-3754
Abstract
Since cultural community factors shaping the Korean brand (i.e. K-brand) image are rarely discussed, this research identifies the key community elements shaping the K-brand image in Japan where favourable attitudes towards Hallyu (i.e. Korean wave) can occur online. Drawing on the community cluster framework for cultural branding, we employ a configuration approach using Fuzzy-Set Qualitative Comparative Analysis (fsQCA) to uncover the critical cultural community factors and their combinations influencing the K-brand image. Our findings reveal two distinct paths shaping the K-brand image. This paper proposes theoretical and practical insights to strengthen the K-brand image.
Publication Date
2025-03-18
Publication Title
Asia Pacific Business Review
ISSN
1360-2381
Keywords
Hallyu, Cultural branding, Japan, K-brand image, fsQCA, cultural branding
Recommended Citation
Roh, S., Chen, D., & Yoo, J. (2025) 'Hallyu marketing in Japan: a configuration approach to K-brand image', Asia Pacific Business Review, . Available at: 10.1080/13602381.2025.2478144
