The influence of Korean pop culture on purchasing behavior of Korean products among consumers in Klang Valley

• المؤلفون الرئيسيون: Osman, Syuhaily, Ismail, Nur Farah Mardhiah
• التنسيق: مقال
• منشور في: Human Resource Management Academic Research Society 2022
• الوصول للمادة أونلاين: http://psasir.upm.edu.my/id/eprint/103609/; https://hrmars.com/index.php/IJARBSS/article/view/15193/The-Influence-of-Korean-Pop-Culture-on-Purchasing-Behavior-of-Korean-Products-among-Consumers-in-Klang-Valley

Malaysia is currently stricken with Korean fever in all local industries including fashion, food and cosmetic. K-dramas, K-music, and K-culture are building a stronghold in the country with the younger generation becoming more fascinated towards South Korea’s cultural images. The main purpose of thi...