신한류 열풍시대의 휴먼브랜드 파워가 영화 관람의도에 미치는 영향

Since each country`s culture and art is more actively exchanged than ever and it contributes not only to mutual understanding but also to promoting cooperation between countries, our domestic movie industry is considered as typical national industry to spread Korean Wave. In this respect, movie starts and directors can be regarded as human brand, which has unique characteristics and property, and we are going to verify that this brand power can affect success of movies by interacting with each factor. The preference of Korean movie has been increased among people in and outside country and the influence of actors has risen when people decide which movies to watch. Judging by the preference and influence of actors, actors` profiles and acting ability significantly matter. Apart from influence of actors, movie directors contribute to make the box office hit. In this sense, this study is going to find out the influence on success of Hallyu (Korean wave) movies based on interaction between actors and directors which is one step ahead of former studies only focusing on one famous superstar.