Catching the Korean wave: The power of culture in branding

Summarises findings from a paper published in the Journal of Brand Strategy on the power of culture in branding: How the Korean Wave can help global brands thrive in Asia.

This article summarises Naeun Kim and Lauren Hong (2018) “The power of culture in branding: How the Korean Wave can help global brands thrive in Asia”, Journal of Brand Strategy, Volume 6, Number 3, pp 293-307.

Although brands are aware of the...

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