Beyond borders: the transcendent effect of Korean celebrity credibility on brand perceptions among Malaysian youth - a necessary condition analysis
In recent decades, the Korean Wave has surged as a global cultural force, captivating audiences across diverse geographical, cultural and linguistic landscapes, particularly in Asia—including Malaysia. To contribute to knowledge on this dynamic cultural phenomenon, this paper introduces a new analyt...
| Main Authors: | , , , , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
Elsevier
2025
|
| Online Access: | http://psasir.upm.edu.my/id/eprint/118581/ http://psasir.upm.edu.my/id/eprint/118581/1/118581.pdf |