Beyond borders: The transcendent effect of Korean celebrity credibility on brand perceptions among Malaysian youth - A necessary condition analysis.

ABSTRACT: 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 analytical approach known as necessary condition analysis (NCA). The study initially investigates how a celebrity's credibility, encompassing attributes such as attractiveness, expertise and trustworthiness, alongside consumer self-satisfaction, influences perceptions of the endorsed brand image. Furthermore, the research aims to pinpoint the essential factors shaping a celebrity's credibility and their impact on consumer perceptions. An online survey was conducted with 100 young Malaysian consumers,

SUBMITTER: Rosli N 

PROVIDER: S-EPMC11834028 | biostudies-literature | 2025 Feb

REPOSITORIES: biostudies-literature