... Licensed re-use rights only Retail consumer Selfie campaign Selfie marketing Selfie culture Gen Z Gen Y Retailers have little control over promotional activities compared with large firms. Retailers depend on the brands they sell (Villanova et al., 2021). Clicking selfies...

... stages, making them more prepared for the shopping tasks, thus reducing the perceived risk and making the purchase process faster. Gender Gen X Gen Y Gen Z In-store Smartphones In the last decade, mobile devices, such as smartphones, tablets and wearables, have changed the way we manage...

... and Rome, the Byzantine Empire, or the Renaissance and the Baroque (Kapferer and Bastien, 2012), for many consumers, today, it is synonymous with luxury brand names from Europe or “premium” fashion brands from America. This is especially true for Gen Y (Kasper and Planneur, 2014). © Emerald Group...