Hee‐Joo Han
Kyonggi University
AdvertisingCorporate brandingBusinessBrand awarenessMarketingPolitical scienceTourismBrand equityConsumer behaviourContext (language use)Brand loyaltyBroadcasting systemSubject matterIslamPhenomenonDramaBrand managementBrand extension
Publications 2
#1Holly Hyunjung Im (PolyU: Hong Kong Polytechnic University)H-Index: 1
#2Samuel Seongseop Kim (Sejong University)H-Index: 42
Last. Hee‐Joo Han (KGU: Kyonggi University)H-Index: 2
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ABSTRACT This study develops a conceptual framework for destination brand equity that goes beyond image by adapting and expanding a multidimensional consumer-based brand equity scale for application within a tourism context. The empirical results, based on a consumer survey in Malaysia (n = 326) measuring the brand dimensions of Korea, identify the relational linkages between four principle brand equity dimensions (brand awareness, brand image, brand associations, and brand loyalty), and overall...
103 CitationsSource
The purpose of this paper is to examine the ties between the success of a TV drama Winter Sonata, produced by the Korean Broadcasting System (KBS), and the flow of tourism into Korea. By deconstructing the Hallyu phenomenon, started in part by Winter Sonata, the study tries to determine possibilities for Korean tourism expansion. Literature reviews, tourism data, interviews with specialists, and actual pieces of feedback from Winter Sonata's Egyptian audience are referred to draw conclusions on ...
44 CitationsSource