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Korean brand ambassadors and nationalism |
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| รหัสดีโอไอ | |
| Title | Korean brand ambassadors and nationalism |
| Creator | Pacharawan Pathmanand |
| Contributor | Saikaew Thipakorn |
| Publisher | Chulalongkorn University |
| Publication Year | 2561 |
| Keyword | Nationalism -- Economic aspects -- Korea (South), Branding (Marketing) -- Korea (South), Brand choice, ชาตินิยม -- แง่เศรษฐกิจ -- เกาหลี (ใต้), การสร้างชื่อตราผลิตภัณฑ์ -- เกาหลี (ใต้), การเลือกชื่อตราผลิตภัณฑ์ |
| Abstract | The purpose of this study is to examine the expression of Nationalism that it is the main reason brands chosen the Korean Brand Ambassadors.The result of the study on the topic of Korean Brand Ambassadors and Korean nationalism explained that Korean domestic market needs a nationalist as a Brand Ambassadors to sell cultural products such as SoJu (Korean Beverage). Furthermore, in case of selling products in International market, being a nationalist is not the key for brands to have chosen the Brand Ambassador. However, if the Brand Ambassadors chose to represent himself or herself as a nationalist, they can gain more fans from within the country and also get the admiration from international fans. |
| URL Website | cuir.car.chula.ac.th |
