Hallyu marketing in Japan: a configuration approach to K-brand image

Dunya Donna Chen; Jin-Woong Yoo; Saeyeon Roh

doi:10.1080/13602381.2025.2478144

Hallyu marketing in Japan: a configuration approach to K-brand image

Dunya Donna Chen, Jin-Woong Yoo, Saeyeon Roh

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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.

Original language	English
Article number	2478144
Pages (from-to)	1-21
Number of pages	21
Journal	Asia Pacific Business Review
Early online date	18 Mar 2025
DOIs	https://doi.org/10.1080/13602381.2025.2478144
Publication status	E-pub ahead of print - 18 Mar 2025

Keywords

Hallyu
cultural branding
Japan
K-brand image
fsQCA

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10.1080/13602381.2025.2478144Licence: CC BY-NC-ND

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© 2025 The Author(s). Published by Informa UK Limited, trading as Taylor & Francis Group. This is an open access article under the Creative Commons Attribution Non-Commercial No-Derivatives CC BY-NC-ND licence, https://creativecommons.org/licenses/by-nc-nd/4.0/
Final published version, 1.09 MBLicence: CC BY-NC-ND

Cite this

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Hallyu marketing in Japan: a configuration approach to K-brand image

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