The effects of television viewing, cultural proximity, and ethnocentrism on country image

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Jae-Woong Yoo
Samsup Jo
Jaemin Jung
Cite this article:  Yoo, J., Jo, S., & Jung, J. (2014). The effects of television viewing, cultural proximity, and ethnocentrism on country image. Social Behavior and Personality: An international journal, 42(1), 89-96.


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We explored the effect of viewing Korean drama miniseries television programs, along with cultural proximity and ethnocentrism, on Japanese and Chinese television watchers’ perceptions of Korea. By conducting a survey in Beijing and China with 621 valid samples, we confirmed the effect of viewing Korean drama miniseries television programs in shaping a positive attitude toward Korea. Furthermore, this positive attitude yielded higher levels of behavioral intentions such as visiting Korea or buying Korean products. Cultural proximity was also found to be a significant variable in predicting positive attitudes toward Korea. However, contrary to the findings in previous studies, in this study the effect of ethnocentrism was not significant.

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