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Keywords: Observed behavior
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Journal Articles
Young Consumers: Insight and Ideas for Responsible Marketers (2023) 24 (3): 253–271.
Published: 20 February 2023
... interactions that contribute to intergenerational brand transfer. The interactions could be classified according to one of the five IGBI dimensions: communication, recommendation, observed behavior, good impression and co-shopping with parents. Practical implications IGBI recognizes the relevance...
