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Keywords: Millennial consumer
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Journal Articles
Journal of Product & Brand Management (2017) 26 (4): 342–350.
Published: 17 July 2017
... of perceived influence on attitude toward the ad and purchase intention. Design/methodology/approach Two studies were developed. In the first study, Millennial consumers identify technology brands they feel they are able to influence and not able to influence. Using the results from Study 1, Study 2, a 2...
