The relationships of celebrity, individual characteristics and attitude on intention to imitate Korean celebrity behaviour
Marketers always look for opportunities to promote their type of brand and product by using celebrity endorsement to deliver their objectives. Nowadays, Korean celebrities have become very popular among Malaysian and also around the world. This is a good chance for marketers to use the Korean celebr...
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| Format: | Thesis |
| Language: | English English |
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2019
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| Online Access: | https://eprints.ums.edu.my/id/eprint/38634/1/24%20PAGES.pdf https://eprints.ums.edu.my/id/eprint/38634/2/FULLTEXT.pdf |