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Keywords: Symbolic consumption
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Journal Articles
Journal:
Marketing Intelligence & Planning
Marketing Intelligence & Planning (2018) 36 (5): 514–527.
Published: 18 May 2018
...Wanrudee Tangsupwattana; Xiaobing Liu Purpose The purpose of this paper is to investigate the relationship between emotional experience and symbolic consumption on brand loyalty. The authors also examine the differences in Generation Y consumer behavior through the comparison of Generation Y...
