The impact of celebrity endorsement on consumer behaviour and brand perception: a study of Kpop culture's influence among the university students in Klang Valley
This study examines the impact of K-POP celebrity endorsements on consumer behaviour and brand perception among university students in Malaysia’s Klang Valley region. The problem lies in understanding whether such endorsements influence consumer awareness, deliberation, and purchasing intention, and...
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| Format: | Final Year Project / Dissertation / Thesis |
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2024
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| Online Access: | http://eprints.utar.edu.my/7052/ http://eprints.utar.edu.my/7052/1/WONG_TENG_YI_2004756_FYP2_LIBRARY_VERSION.pdf |