The Impact of Iconicity on Korean Wave on Korean Wave Performancein the Japanese Market

Purpose: The purpose of this study was to examine relationships among iconicity of K-pop, brand experience regarding the Korean wave as a brand, attitudes toward the wave, and attitudes toward Korean consumer goods and products in the Japanese market. Finally, we attempted to provide meaningful implications for Korean companies that want to do business in the Japanese Market. Research design, data, and methodology: A survey was conducted on 213 Japanese people who live in Tokyo, Yokohama, and Chiba. First, an exploratory factor analysis was performed to confirm reliability and validity. Second, a confirmatory factor analysis was conducted based on the reliability and exploratory factor analysis results. Finally, by checking the discriminant validity, we empirically tested hypotheses after comparing the correlation value with the root average variance extracted. Results: First, the relationship between iconicity of K-pop and brand experience as to the Korean wave as a brand was found to be positive. Second, the relationship between iconicity towards K-pop and attitude towards the wave is found to be insignificant. Third, the relationship between the brand experience as a brand and attitude towards the Wave was found to be positive. Fourth, the relationship between the brand experience and attitude towards Korean consumer goods and products was found to be positive. Finally, the relationship between attitude towards the wave and Korean consumer goods and products were found to be positive. Implications: This study introduced a new concept of iconicity in the field of the Korean wave research. As a result, we confirmed that strategy using iconicity can be effective in the Japanese market. Therefore, companies that want to enter Japan by using the Korean wave contents should also seek strategies that utilize iconicity. Also, frequency of exposure to Korean Wave contents should be increased in the Japanese Market.