Unlocking the secret of nasi lemak: How food choices shape emotional experience and purchase intentions among Malaysians
This study investigates how Malaysians' emotional experiences influence their intentions to purchase nasi lemak, with food choice acting as a critical moderator. The theoretical foundation of the research is based on the Theory of Planned Behavior (TPB), which provides a framework for understan...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English English |
| Published: |
AESS Publications
2024
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| Subjects: | |
| Online Access: | https://eprints.ums.edu.my/id/eprint/41379/1/ABSTRACT.pdf https://eprints.ums.edu.my/id/eprint/41379/2/FULL%20TEXT.pdf |