Beyond borders: the transcendent effect of Korean celebrity credibility on brand perceptions among Malaysian youth - a necessary condition analysis

In recent decades, the Korean Wave has surged as a global cultural force, captivating audiences across diverse geographical, cultural and linguistic landscapes, particularly in Asia—including Malaysia. To contribute to knowledge on this dynamic cultural phenomenon, this paper introduces a new analyt...

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Bibliographic Details

Main Authors:	Rosli, Nadzirah, Mohamad, Akmal Dahlia, Johar, Elaina Rose, Hashim, Sharizal, Lim, Xin Jean
Format:	Article
Language:	en
Published:	Elsevier 2025
Online Access:	http://psasir.upm.edu.my/id/eprint/118581/1/118581.pdf http://psasir.upm.edu.my/id/eprint/118581/ https://linkinghub.elsevier.com/retrieve/pii/S2405844024171861
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