The influence of Korean pop culture on purchasing behavior of Korean products among consumers in Klang Valley

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The influence of Korean pop culture on purchasing behavior of Korean products among consumers in Klang Valley

Malaysia is currently stricken with Korean fever in all local industries including fashion, food and cosmetic. K-dramas, K-music, and K-culture are building a stronghold in the country with the younger generation becoming more fascinated towards South Korea’s cultural images. The main purpose of thi...

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Bibliographic Details
Main Authors:	Osman, Syuhaily, Ismail, Nur Farah Mardhiah
Format:	Article
Published:	Human Resource Management Academic Research Society 2022
Online Access:	http://psasir.upm.edu.my/id/eprint/103609/

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