베트남 소비자들의 한국 제품 브랜드 경험이 브랜드 아우라에 미치는 영향에 관한 연구

The Effect of Vietnam Consumers’ Brand Experience of Korean Product Brands on Brand Aura

This study examined how Korean product brand experience of Vietnamese consumers to brand aura. In essence, this study verified how Korean product brand experience which includes sensory, affective, behavioral and intellectual brand experience has an effect on brand aura through brand knowledge and attachment. A total of 283 Vietnamese consumers visiting Korean product shops in Hanoi and Ho Chi Minh City in Vietnam were used for empirical analysis. The empirical results established that Korean brand experience of Vietnamese consumers positively influenced brand knowledge and attachment. Also, brand knowledge had a positive effect on brand attachment. Furthermore, Vietnamese consumer brand knowledge and attachment had a positive influence on brand aura. This study implies that Korean companies can help gain competitive advantage in the Vietnamese market by understanding consumer experience of their brands and using differentiated strategies that can lead to brand aura.