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Keywords: Optimal distinctiveness theory
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Journal Articles
Journal of Fashion Marketing and Management: An International Journal (2017) 21 (4): 523–543.
Published: 11 September 2017
...-identity do not have any relationship with the Gen-Y consumers’ purchase intention. Originality/value This study is among the few attempts to investigate the Gen-Y consumers’ buying behaviour of fashion apparel based on the theory of planned behaviour, optimal distinctiveness theory, and social...
