Young Malaysian Consumers’ Attitude and Intention to Imitate Korean Celebrity Endorsements
This study addressed the issue of young Malaysian consumers’ intention to imitate Korean celebrities’ endorsement in advertisements. The researchers specifically focused on the impact of Korean celebrity characteristics and the consumer’s individual characteristics on the latter’s attitude towards i...
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| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
MAG Scholar
2019
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| Subjects: | |
| Online Access: | http://ir.unimas.my/id/eprint/28741/1/ahmad%20azaini.pdf http://ir.unimas.my/id/eprint/28741/ https://magscholar.com/asian-journal-of-business-research/ |
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