KOREAN CELEBRITY ENDORSEMENT: THE NEW MUST FOR BRANDS

First of all, a celebrity can be defined as a person enjoying a certain notoriety among a population. Being in collaboration with a celebrity is usually an effective strategy to attract the consumer’s curiosity and increase his loyalty. Today, there is a trend of brands for Korean muses. How to explain this Korean wave? Explosion of K-culture The popularity of South Korea is intensifying in Asia. Indeed, the explosion of international cosmetics, its modernity, its K dramas and its K pop participate in the interest of foreigners for Korea. Of course, brands know that trends pretty well. Indeed, despite...

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