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Keywords: Brand collage
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Journal Articles
Journal of Product & Brand Management (2022) 31 (3): 394–414.
Published: 10 June 2021
... and the internal and external influences that shape these relationships. Design/methodology/approach This study used brand collage construction. A total of 56 Generation Z respondents created brand collages that covered 38 different luxury brands. The data from the collages and their accompanying descriptions...
