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Conceptual

This document discusses several theories that aim to explain consumers' preference for Korean products over local alternatives. It explains that exposure to Korean pop culture through media like K-pop and TV shows shapes positive attitudes towards Korean brands according to social learning theory. The theory of planned behavior further suggests that favorable views of Korean culture can positively influence perceptions of Korean product quality and efficiency. Additionally, brand image theory demonstrates how strategic marketing of Korean brands makes them seem innovative and attractive. However, cultural distance theory notes that customers also prefer products that are culturally similar. The document aims to provide a multifaceted perspective on the complex factors influencing consumer preferences.

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Norie Joy Cenal
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16 views

Conceptual

This document discusses several theories that aim to explain consumers' preference for Korean products over local alternatives. It explains that exposure to Korean pop culture through media like K-pop and TV shows shapes positive attitudes towards Korean brands according to social learning theory. The theory of planned behavior further suggests that favorable views of Korean culture can positively influence perceptions of Korean product quality and efficiency. Additionally, brand image theory demonstrates how strategic marketing of Korean brands makes them seem innovative and attractive. However, cultural distance theory notes that customers also prefer products that are culturally similar. The document aims to provide a multifaceted perspective on the complex factors influencing consumer preferences.

Uploaded by

Norie Joy Cenal
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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Understanding the variables affecting consumers'

preference for Korean products over local ones demands a

strong conceptual and theoretical foundation. Using

comparative theories, multiple dimensions can be used to

explain this occurrence. According to Bandura’s Social

Learning Theory (1977), exposure to Korean pop culture,

serves as a model for consumer attitudes and purchasing

intentions. Korean culture, with its rising global

influence through K-pop, dramas, and cuisine, may be more

appealing to consumers in particular areas than their own

local culture. This regular exposure fosters a positive

relationship between Korean products and the aspirational

lives depicted in K-content. The Theory of Planned

Behavior (Ajzen, 1991), expands on this by claiming that

good attitudes towards Korean culture fostered by the K-

Wave(Hallyu) can lead to favourable view of Korean

product quality and efficiency. Furthermore, Brand Image

Theory(Keller, 2013), demonstrates how Korean products

can be viewed as innovative and contemporary as a result

of efficient marketing methods and celebrity

endorsements, which increases their attractiveness in

comparison to local brands.

However, consumer preferences are not only

influenced by external factors. According to Cultural

Distance Theory(Hong et al., 2010), customers prefer


products that are considered to originate from cultures

similar to their own. Depending on the local context,

this explains that customers choose items from culturally

similar countries due to perceived familiarity and shared

values(Nagashima, 1970).

Korean items, which are frequently associated with

innovation, technical advancement, and rigorous attention

to detail, may be seen as superior to local counterparts

in some product categories. The global cultural

homogeneity theory proposes that globalisation causes

consumer tastes to converge on globally recognised brands

and products(Levitt, 1983). Korean brands effectively use

this trend through strategic marketing, celebrity

endorsements, and adaptability to local tastes, obtaining

an advantage over local items. Korea’s specialization in

specific industries, such as electronics, automobiles,

and cosmetics, allows them to offer competitive products

with better value propositions than their domestic rivals

in certain regions.

With these frameworks offers a multifaceted

perspective on the intricate interaction of factors that

influence consumer preferences. The researchers can

acquire a better understanding of why consumers prefer

Korean items over local alternatives by taking into


account both social and cultural variables, as well as

potential countervailing these influences.

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