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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Bibliographic Details
Main Author: Wan Roazha Wan Mat
Format: Thesis
Language:English
English
Published: 2019
Subjects:
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
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