Resumen de The effects of leader image on national reputation: : Influence of Chinese presidents Hu Jintao and Xi Jinping on Korean perceptions and attitudes toward China
This study examines the effect of the images of China’s top leaders on the reputation of the country among residents of Korea, a nation that maintains close ties with China. Current President Xi Jinping and former President Hu Jintao were selected for examination. The results showed a statistically significant decline in China’s perceived reputation after exposure to the leaders’ images, a finding that appears to conflict with research findings on celebrity effects, where celebrities have been seen as having a generally positive impact on the organizations with which they are associated. No statistically significant difference was observed between Hu and Xi in terms of exposure effects. Theoretical and managerial implications as well as directions for future research are discussed.
