...Sameeullah Khan; Asif Iqbal Fazili; Irfan Bashir Purpose This paper aims to theorize that millennials' counterfeit buying behavior is partly driven by perceived peer counterfeit consumption – the perception that counterfeit luxury consumption is a norm within members of their own generation...

...Sameeullah Khan; Asif Iqbal Fazili; Irfan Bashir Purpose This paper aims to theorize counterfeit luxury consumption among millennials from a generational identity perspective. Design/methodology/approach The paper proposes and tests a model of counterfeit buying behavior using an online survey...

...Teresa Fernandes; Inês Inverneiro Purpose Exerting a peculiar fascination on both managers and academics, Millennials can be distinguished from other cohorts by their intense exposure to the internet and heavy use of social media, which, in turn, affect their identity formation, brand engagement...

...Statia Elliot; J.E. (Joe) Barth Purpose To better understand the unique preferences of the newest segment of wine consumers, the purpose of this paper is to explore the design and brand personality of wine labels, and their appeal to the millennial market. Design/methodology/approach The study...