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Keywords: Symbolic incongruence
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Journal Articles
Journal of Fashion Marketing and Management: An International Journal (2024) 28 (4): 738–758.
Published: 02 August 2022
... were employed to collect cross-sectional data from 423 millennial fashion shoppers. Standard multiple regression analysis was used to test proposed hypotheses. Findings Unmet expectations, materialism and symbolic incongruence emerged as major predictors of millennials' intention to avoid...
