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1-7 of 7
Keywords: Generation Z
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Journal Articles
Journal of Product & Brand Management (2025) 34 (5): 618–633.
Published: 03 March 2025
... relationship theory and the meaning transfer model. Design/methodology/approach This study collected data from 342 Generation Z fans, and structural equation modeling was used for the analysis. Findings The results revealed that social media use strongly affects celebrity worship, but its impacts...
Journal Articles
Journal of Product & Brand Management (2025) 34 (1): 104–118.
Published: 30 October 2024
... 05 2024 05 08 2024 19 09 2024 © Emerald Publishing Limited 2024 Emerald Publishing Limited Licensed re-use rights only Social media influencer Virtual influencer Influencer marketing Artificial intelligence Generation Z Brand attachment Word-of-mouth Source trust...
Journal Articles
Journal of Product & Brand Management (2024) 33 (7): 902–913.
Published: 08 August 2024
...René Heiberg Jørgensen; Jan Møller Jensen; Yingkui Yang Purpose The purpose of this paper is to examine the influence of environmental concern, perceived consumer effectiveness (PCE), green self-identity and social influence on Danish Generation Z consumers’ green purchase intention across three...
Journal Articles
Journal of Product & Brand Management (2025) 34 (1): 119–135.
Published: 07 August 2024
...Claudio Schapsis; Larry Chiagouris; Nikki Wingate Purpose Building on technology acceptance and learning transfer theories, this study aims to evaluate the integration of mobile augmented reality (MAR) in omnichannel retailing touchpoints for Generation Z (or Gen Z)'s apparel shopping, assessing...
Journal Articles
Journal of Product & Brand Management (2023) 32 (7): 1046–1062.
Published: 11 April 2023
...Shiyun Tian; Su Yeon Cho; Xiaofeng Jia; Ruoyu Sun; Wanhsiu Sunny Tsai Purpose This study aims to focus on the dynamics in influencer-consumer relationships to understand how Generation Z consumers’ identification and social comparison with influencers shape their response to influencers’ branded...
Journal Articles
Journal of Product & Brand Management (2023) 32 (7): 973–987.
Published: 16 February 2023
... Altruistic values Generation Z The future of fashion is circular. It has to be. – Stella McCartney (Harper’s Bazaar, 2019). The secondhand (pre-owned or pre-loved) luxury industry is projected to grow twofold in the next five years, reaching a whopping $77bn, beating fast fashion by 2...
Journal Articles
Journal of Product & Brand Management (2022) 31 (3): 394–414.
Published: 10 June 2021
...Hyunju Shin; Jacqueline Eastman; Yuan Li Purpose This study aims to focus on understanding the consumer-luxury brand relationships among Generation Z. Generation Z is an up-and-coming generational cohort that has received limited research attention in the domains of both consumer-brand...
