Comparative Study Of Gender’s Attitude Toward The Intention To Imitate Korean Celebrity Endorsement

• Main Authors: Wan Roazha Wan Mat, Nelson Lajuni, Amran Harun, Azaze@Azizi Abdul Adis
• Format: Article
• Language: English; English
• Published: 2020
• Subjects: HV Social pathology. Social and public welfare. Criminology
• Online Access: https://eprints.ums.edu.my/id/eprint/26763/1/Comparative%20Study%20Of%20Gender%E2%80%99s%20Attitude%20Toward%20The%20Intention%20To%20Imitate%20Korean.pdf; https://eprints.ums.edu.my/id/eprint/26763/2/Comparative%20Study%20Of%20Gender%E2%80%99s%20Attitude%20Toward%20The%20Intention%20To%20Imitate%20Korean1.pdf; https://eprints.ums.edu.my/id/eprint/26763/

The purpose of this study is to addresses the issue of how gender affecting attitude towards the intention to imitate Korean celebrity endorsement in advertisement among young Malaysians. Particularly, the researchers would like to scrutinize whether young Malaysians male and female are different at...