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.
• 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
• Institution: De La Salle University

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...