Unlocking the secret of nasi lemak: How food choices shape emotional experience and purchase intentions among Malaysians
This study investigates how Malaysians' emotional experiences influence their intentions to purchase nasi lemak, with food choice acting as a critical moderator. The theoretical foundation of the research is based on the Theory of Planned Behavior (TPB), which provides a framework for understan...
| Published in: | Journal of Asian Scientific Research |
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| Main Author: | |
| Format: | Article |
| Language: | English |
| Published: |
Asian Economic and Social Society
2024
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| Online Access: | https://www.scopus.com/inward/record.uri?eid=2-s2.0-85202213311&doi=10.55493%2f5003.v14i3.5127&partnerID=40&md5=1c31c7b0907c1b988a22ed65100b791b |