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Keywords: Laddering
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Journal Articles
Journal:
Journal of Business Strategy
Journal of Business Strategy 1–26.
Published: 14 October 2026
... personal values through the lens of the Means-End Chain ( MEC ) theory. Design/methodology/approach This qualitative study uses the means-end theory and laddering technique to examine the motivational values of Millennials and Generation Z consumers. This approach reveals how consumers evaluate product...
