Hallyu Stars in the Philippines: Effects of Brand and Endorser’s Credibility on Filipino Purchase Intention
Introduction: There has been a notable rise in the popularity of K-pop endorsers within the landscape of Philippine advertising, influencing Filipino consumers' purchase intentions. Therefore, this study aims to examine the mediating effect of attitude toward a brand on the relationship between...
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| Main Authors: | , , , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Universitas Semarang
2024-12-01
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| Series: | Jurnal the Messenger |
| Subjects: | |
| Online Access: | https://journals.usm.ac.id/index.php/the-messenger/article/view/4475 |
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