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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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Bibliographic Details
Main Author:	Wong, Teng Yi
Format:	Final Year Project / Dissertation / Thesis
Published:	2024
Subjects:	H Social Sciences (General) HD Industries. Land use. Labor HJ Public Finance
Online Access:	http://eprints.utar.edu.my/7052/ http://eprints.utar.edu.my/7052/1/WONG_TENG_YI_2004756_FYP2_LIBRARY_VERSION.pdf

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