Title: Ethical aspects of celebrity fashion endorsement in K-POP idol industry of South Korea
Aim: Exploring the relationship between favourable attitude on K-Pop Culture and response to unethical behaviour in celebrity endorsement.
I’m studying Fashion Management and ask for the Methodology, Findings, Discussion and Conclusion section of dissertation.
Objectives:
To outline celebrity endorsement
To identify unethical behavior occurring in celebrity endorsement process
To critically investigate how ‘K-Pop fan’ respond to the unethical behavior in the celebrity endorsement process
To provide a beneficial suggestion to managers for targeting Korean and other Asian markets by using celebrities.
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