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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| Main Authors: | , , , |
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| Format: | text |
| Language: | English |
| Published: |
Animo Repository
2022
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| Subjects: | |
| 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 |