Beyond borders: the transcendent effect of Korean celebrity credibility on brand perceptions among Malaysian youth - a necessary condition analysis

In recent decades, the Korean Wave has surged as a global cultural force, captivating audiences across diverse geographical, cultural and linguistic landscapes, particularly in Asia—including Malaysia. To contribute to knowledge on this dynamic cultural phenomenon, this paper introduces a new analytical approach known as necessary condition analysis (NCA). The study initially investigates how a celebrity's credibility, encompassing attributes such as attractiveness, expertise and trustworthiness, alongside consumer self-satisfaction, influences perceptions of the endorsed brand image. Furthermore, the research aims to pinpoint the essential factors shaping a celebrity's credibility and their impact on consumer perceptions. An online survey was conducted with 100 young Malaysian consumers, and their responses were examined using partial least squares structural equation modelling (PLS-SEM). The results indicate that credibility traits such as expertise and self-satisfaction significantly enhance perceptions of the endorsed brand. Additionally, NCA underscores the pivotal role of credibility traits (including expertise, trustworthiness and attractiveness) and self-satisfaction in shaping brand image. Notably, both self-satisfaction and expertise emerge as critical and substantial conditions influencing consumer perceptions. Conversely, whilst attractiveness and trustworthiness are not individually impactful on brand image, they are identified as necessary conditions for the outcomes. This study underscores the strategic importance of Korean celebrity endorsements in refining marketing and promotional strategies across diverse industries, leveraging the influential power of the Korean Wave in global consumer markets.

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