Analysing K-Beauty Brands from the Consumer–Brand Relationship Perspective
<p>This study examines relationships between foreign brand halo effect and beauty consciousness on self-brand connection in beauty consumption. It also investigates the moderating role of age on these relationships. Data is gathered through an online survey focusing on two South Korean beauty...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Prasetiya Mulya Publishing
2022-06-01
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| Series: | International Research Journal of Business Studies |
| Subjects: | |
| Online Access: | https://irjbs.com/index.php/jurnalirjbs/article/view/2666 |