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An Impact of Image Richness on Korea on Attitude about Korean Consumer Goods in Central Asia: Mediating Role of Reliability on Entertainment Product and Product Image


  • Department of Business Administration, KC University, Seoul - 07661, Korea, Republic of
  • College of Business Administration, Hyupsung University, Hwaseong city, Gyeonggi-do - 18330, Korea, Republic of
  • Department of Fisheries Business Administration, Gyeongsang National University, Tongyeong city, Gyeongsangnam-do - 53064, Korea, Republic of


Objectives: This research examines about Korean Wave in Central Asia. Especially we study relationship of Image richness on Korea and Attitude about Korean Consumer Goods. Methods/Statistical Analysis: Our data analysis has been conducted was analyzed using the structural equation modeling technique, using the AMOS and SPSS software, and we adopt the covariance-based approach. Our respondents were from Tashkent, Uzbekistan (n=377). 61.3 % of total respondents were male (n=231) and 38.7 % (n=146) were female and the mean of age was 23.87. Findings: First, image richness on Korea positive has an impact on reliability of video and music product. Second, the relationships between reliability of video/ music product and image richness on consumer goods are positive. Third, image richness on consumer goods has a positive effect on attitude on consumer goods. Moreover, the results of this study mean that reliability of video product, reliability of music product and image richness on consumer goods has a mediating role between Image richness on Korea and attitude about Korean consumer goods in central Asia. Improvements/Applications: the qualitative aspect of the country image had the halo effect, so it is important to help people come up with more images related to a country.


Attitude on Consumer Goods, Central Asia, Image Richness on Korea, Image on Consumer Goods, National Image, Reliability on Entertainment Product.

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