Investigation of brand awareness for NZ dairy products in South Korea

Min, Donghae and Wood, Brent (2017) Investigation of brand awareness for NZ dairy products in South Korea. Applied Management Conference, Wintec, Hamilton, New Zealand, 30-31 October 2017.

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Abstract or Summary

New Zealand is an exporting country that has long been negotiating bilateral and multilateral trade agreements for the overseas market. The most recent Free Trade Agreement (FTA) was signed with South Korea and taken effect since December 2015. Though not soon, it is hoped that the market share for New Zealand products will gradually grow especially in dairy products due to tariff reduction. Marketing research should be in progress to promote more trade between the two countries. The present study provides a look into potential market in South Korea by investigating the brand awareness for New Zealand dairy product. A theoretical framework was given on brand awareness, brand equity and pricing, and country-of-origin on brand equity, while a survey was conducted in South Korea with quantitative research method. There were 166 respondents and the results suggest that Koreans do have New Zealand product awareness but not particularly for a brand product. The overall country image of New Zealand is quite positive with a favourable perception of New Zealand products and for long-term sustainability for good brand equity, exporting New Zealand brand dairy products should be continuously regulated by the government’s quality mark.

Item Type:Paper presented at a conference, workshop or other event, and published in the proceedings
Keywords that describe the item:brand awareness, dairy industry, Sourth Korea, New Zealand
Subjects:H Social Sciences > HF Commerce
Divisions:Schools > Centre for Business, Information Technology and Enterprise > School of Business and Adminstration
ID Code:6020
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Deposited On:20 Jul 2018 03:26
Last Modified:20 Jul 2018 03:26

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