From Consumer Traits to Purchase Intention: Role of Brand Salience and Brand Resonance Among Gen Z Luxury Fashion Consumers.
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| Title: | From Consumer Traits to Purchase Intention: Role of Brand Salience and Brand Resonance Among Gen Z Luxury Fashion Consumers. |
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| Authors: | Krishnakumar, M.1 mkrishna.kumar@nift.ac.in, Ravindran, Rajish K.2 rajishk.ravindran@nift.ac.in, Mathew, Jaya3 jaya.mathew@nift.ac.in |
| Source: | IUP Journal of Brand Management. Jan-Mar2026, Vol. 23 Issue 1, p49-71. 23p. |
| Database: | Business Source Ultimate |
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