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Keywords: Generational cohort
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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...
