Exploring the mediating effect of brand attachment on impulse purchase of idol-endorsed products among k-pop fans

Cheong, Yik Lum (2025) Exploring the mediating effect of brand attachment on impulse purchase of idol-endorsed products among k-pop fans. Final Year Project, UTAR.

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Abstract

Recent years have seen a significant increase in the popularity of Korean pop music, or K-pop, around the world. As a result, K-pop idols are becoming more influential outside of the entertainment business and in the commercial and branding sectors. As a result, K-pop idol-endorsed products have become a popular marketing approach for brand companies looking to build greater emotional relationships with their customers. Within this context, brand attachment has a significant impact on customers' purchasing decisions, particularly impulse purchases among the K-pop fans. The purpose of this study is to examine the mediating effect of brand attachment on impulse purchase of idol-endorsed products among K-pop fans. This study examines the impacts of celebrity credibility, ideal self-congruence, and hedonic value as stimuli influencing brand attachment (organism), which in turn influences impulse purchase (response), which it is driven by the Stimulus–Organism–Response (SOR) model. Besides that, this study specifically targets individuals who are K-pop fans who have previous experience of purchasing idol-endorsed products or shown tendencies toward impulsive purchases of idol-endorsed products. Therefore, this research has collected a total of 145 valid sets of questionnaires from Malaysian K-pop fans who have previous experience of purchasing idol-endorsed products or shown tendencies toward impulsive purchases of idol-endorsed products. Additionally, SMART PLS is being used to test the proposed hypothesis and data analysis. Furthermore, the findings of this research indicate that celebrity credibility and ideal self-congruence have a significant positive relationship with brand attachment, leading the K-pop fans to have impulse purchase toward K-pop idol-endorsed products, while hedonic value does not. Lastly, this study also included theoretical implications, practical implications, limitations and recommendations for future research studies. Keyword: K-pop Idol-Endorsed Products, K-pop Fans, Brand Attachment, Impulse Purchase, Stimulus-Organism-Response (SOR Model)

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