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Keywords: Generation Z
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Journal Articles
Between pragmatism and symbolism: the sports footwear choices of lower-middle-class Generation Z in Brazil and Portugal
Available to Purchase
International Journal of Sports Marketing and Sponsorship 1–30.
Published: 03 April 2026
...-income Generation Z consumers in Brazil and Portugal, considering cultural and socioeconomic contexts. Design/methodology/approach A quantitative cross-national survey was conducted with 259 Generation Z consumers from Brazil and Portugal. Validated scales were used to measure functional and symbolic...
