A Study on the Relationships Among Hallyu (Korean Wave), National Image, and Corporate Brand Equity.

The purpose of this study is to exam the effects of Hallyu that had spread to Southeast Asia and North America, especially focusing on China. However, only the results from the completed pre-test were shown in this paper. The pre-test was done to come up with reliable items of question by removing those items that decreases the reliability of the study. As shown in the Results section, the items related with Hallyu, national image, brand equity and the flow into Hallyu showed high reliability. And Chinese were more interested in Korean dramas and movies than any other Hallyu contents. In the area of national image, they showed a positive response toward Korean economy and society. However, the degree of flow into Hallyu was not significant. ..PAT.-Unpublished Manuscript [ABSTRACT FROM AUTHOR]