... intelligence Impulse buying Consumer values The world is evolving due to artificial intelligence, defined as “computational agents that manifest intelligently” (Chopra, 2019). In this regard, technology such as AI has deeply impacted the futuristic growth of the retail and service industries (Shankar...

... population (UniPage, 2017). This category encompasses students aged 17–28 years. Brand Activity reference point Consumer values Schwartz’s human values Young customers In consumer marketing, brands identify and differentiate manufacturers and distributors (Wood, 2000). Existing literature...