Young Consumers Insight and Ideas for Responsible Marketers· 2026Q1
Attachment and fanaticism: Gen Z’s intentions consumption towards Korean food in the Hallyu era
- 0citations
- Q1SCImago
- 2026year
Short summary
Idol attachment and fanaticism significantly drive Gen Z's perceptions and intentions to consume Korean food, with attitude acting as a mediator, according to a study of 523 Malaysian consumers.
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Cultural StudiesSocial Sciences