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Keywords: Generation cohort
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Journal Articles
Journal:
Journal of Asia Business Studies
Journal of Asia Business Studies (2024) 18 (1): 224–251.
Published: 21 November 2023
... they were influenced by various social environments, cultures and experiences. Therefore, marketers ought to present customers with various values. The purpose of this study is to investigate how the theory of consumption values (TCV) affects the intention of various generational cohorts to continued usage...
