The influence of role models on young adults purchase
This study explores the influence of direct (parents) and vicarious (celebrities) role models on young consumer’s purchase intention and behavior in Malaysia. The study partially replicates previous studies conducted in the west while exploring the eastern perspective. The data was collected using c...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English English |
| Published: |
Jurnal Kemanusiaan
2010
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| Subjects: | |
| Online Access: | http://ir.unimas.my/id/eprint/547/ http://ir.unimas.my/id/eprint/547/1/34%20The%20influence%20of%20role%20models%20on%20young%20adults%20purchase%20%28abstract%29.pdf http://ir.unimas.my/id/eprint/547/2/34%20The%20influence%20of%20role%20models%20on%20young%20adults%20purchase.pdf |