Stigmatized global brands and youth culture in emerging markets: A case study on K-pop music consumption in Vietnam

Arthur Nguyen ()
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Arthur Nguyen: NIMEC - Normandie Innovation Marché Entreprise Consommation - UNICAEN - Université de Caen Normandie - NU - Normandie Université - ULH - Université Le Havre Normandie - NU - Normandie Université - UNIROUEN - Université de Rouen Normandie - NU - Normandie Université - IRIHS - Institut de Recherche Interdisciplinaire Homme et Société - UNIROUEN - Université de Rouen Normandie - NU - Normandie Université

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Keywords: K-pop; Vietnam; Global brand engagement; Qualitative methods; Stigma (search for similar items in EconPapers)
Date: 2023-12-15
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Published in European International Business Academy Conference, ISEG University of Lisbon, Dec 2023, Lisbon (Portugal), Portugal

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-05055991

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