| dc.description.abstract | Korean culture had a long time to exist at Vietnam and having dramatically effects to Korean cosmetic industry in this country. In order to measure the relationship between them, the research had been conducted.
Basing on the research of many previous authors, the research had prosed seven hypothesizes which are the positive impacts of Korean Celebrities, Korean Dramas, Korean Music on Korean National images and the positive effects of them on customer attitude toward Korean cosmetic brands. The previous research vas very important in developing the research model and survey, basing on them, the author had proposed a new model to measure the relationship above and new items to focus more on beauty perceived changed by “Hallyu”.
The data results were very consistent and reliable which indicated the strongly effect of “Hallyu” on Korean national images, Korean national images and Korean celebrities on customer attitude toward Korean cosmetic brands. Therefore, the author had given some suggestions for cosmetic companies to use this advantages competition or deal with it.
The research was also had some limitations and basing on them, the author had suggested some valuable recommendations for the next research. | en_US |
