K-pop in Metro Manila: The mediating role of South Korean product evaluation on the causal relationship between degree of fandom and purchase intention

K-pop in Metro Manila: The mediating role of South Korean product evaluation on the causal relationship between degree of fandom and purchase intention

Korean Pop Music has garnered tremendous popularity from thousands of fans around the globe. Despite the language barrier, Filipinos are no exception. It is undeniable that the Philippines is a growing market for Korean products and services, yet literature on consumer behavior of Filipino K-Pop fan...

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Bibliographic Details
Main Authors: Canon, Hannah Chloe Nicole A., Ruiz, Shawn Lester Y., Torre, Joshua Kyle R., Velasquez, Bianca Therese E.
Format: text
Language:English
Published: Animo Repository 2022
Subjects:
Consumer behavior—Philippines
K-pop (Subculture)—Philippines
Marketing
Online Access:https://animorepository.dlsu.edu.ph/etdb_dsi/43
https://animorepository.dlsu.edu.ph/context/etdb_dsi/article/1096/viewcontent/K_Pop_in_Metro_Manila__The_mediating_role_of_South_Korean_product_Redacted.pdf
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Institution: De La Salle University
Language: English

Internet

https://animorepository.dlsu.edu.ph/etdb_dsi/43
https://animorepository.dlsu.edu.ph/context/etdb_dsi/article/1096/viewcontent/K_Pop_in_Metro_Manila__The_mediating_role_of_South_Korean_product_Redacted.pdf

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