Unboxing: Relevance of celebrity influence on the consumer behavior of De La Salle University Grade 12 ABM Students

Unboxing: Relevance of celebrity influence on the consumer behavior of De La Salle University Grade 12 ABM Students

Over the past few years, the rise of K-pop culture and music has become more prevalent in the Philippines. Lately, more K-pop stars are appearing in product endorsements across a broader spectrum of businesses. The objective of this study aims to assess the susceptibility of Grade 12 ABM students fr...

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Bibliographic Details
Main Authors: Seechung, Camille C., Asidao, Jamie C., Bermudez, Graciel G., Gaudiel, Bianca A., Decano, Maria
Format: text
Published: Animo Repository 2023
Subjects:
celebrity influence
consumer behavior
purchasing decisions
K-pop
Grade 12
Online Access:https://animorepository.dlsu.edu.ph/conf_shsrescon/2023/paper_ebov/15
https://animorepository.dlsu.edu.ph/context/conf_shsrescon/article/1865/viewcontent/Abstract_Unboxing__Relevance_of_celebrity_influence_on_the_consumer_behavior_of_De_La_Salle_University_Grade_12_ABM_Students.docx.pdf
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Institution: De La Salle University

Internet

https://animorepository.dlsu.edu.ph/conf_shsrescon/2023/paper_ebov/15
https://animorepository.dlsu.edu.ph/context/conf_shsrescon/article/1865/viewcontent/Abstract_Unboxing__Relevance_of_celebrity_influence_on_the_consumer_behavior_of_De_La_Salle_University_Grade_12_ABM_Students.docx.pdf

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