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Exploring the antecedents of masstige purchase behaviour among different generations

Management & Marketing
Volume 17 (2022): Issue 3 (September 2022)
By:
Open Access
|Oct 2022

References

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DOI: https://doi.org/10.2478/mmcks-2022-0014 | Journal eISSN: 2069-8887 | Journal ISSN: 1842-0206
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Language: English
Page range: 255 - 271
Published on: Oct 13, 2022
Published by: Society for Business Excellence
In partnership with: Paradigm Publishing Services
Publication frequency: 4 times per year
Keywords:
Masstige brands,
brand equity,
generational cohort theory,
luxury value,
quality consciousness
Related subjects:
Business and economics,
Business management,
Marketing, sales, customer relations,
Management, organization, corporate governance,
Business development, change management, cooperation,
Entrepreneurship

© 2022 Adi Alić, Merima Činjarević, Nedžla Maktouf-Kahriman, published by Society for Business Excellence
This work is licensed under the Creative Commons Attribution 4.0 License.

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