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

• Main Authors: Canon, Hannah Chloe Nicole A., Ruiz, Shawn Lester Y., Torre, Joshua Kyle R., Velasquez, Bianca Therese E.
• 格式: text
• 語言: English
• 出版: Animo Repository 2022
• 主題: Consumer behavior—Philippines; K-pop (Subculture)—Philippines; Marketing
• 在線閱讀: 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

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...