Factors influencing the purchase intention of Korean beauty products among Malaysian females
The Korean Wave or Hallyu is perceived as mainstream culture today in the 21st century, and it is well-accepted particularly in Asia. Korean entertainment which includes K-pop music, Korean drama series and variety programs have contributed to the immense popularity of the Korean Wave. This has resu...
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| Main Authors: | , , , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Science and Engineering Research Support Society
2020
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| Online Access: | http://psasir.upm.edu.my/id/eprint/88985/1/KOREA.pdf http://psasir.upm.edu.my/id/eprint/88985/ http://sersc.org/journals/index.php/IJAST/article/view/9467/5250 |
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| Institution: | Universiti Putra Malaysia |
| Language: | English |