Hallyu marketing in Japan: a configuration approach to K-brand image

Since cultural community factors shaping the Korean brand (i.e. K-brand) image are rarely discussed, this research identifies the key community elements shaping the K-brand image in Japan where favourable attitudes towards Hallyu (i.e. Korean wave) can occur online. Drawing on the community cluster framework for cultural branding, we employ a configuration approach using Fuzzy-Set Qualitative Comparative Analysis (fsQCA) to uncover the critical cultural community factors and their combinations influencing the K-brand image. Our findings reveal two distinct paths shaping the K-brand image. This paper proposes theoretical and practical insights to strengthen the K-brand image.