The impact of culture on millennials' attitudes towards luxury brands: evidence from Tokyo and Shanghai
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DOI: 10.1108/apjml-07-2021-0468
Abstract: PurposeBased on the theory of social identity mechanism, this study aimed to investigate the associations with millennial consumers' need for uniqueness (NFU), susceptibility to peer influence (SPI) and attitudes towards luxury brands (ALB) under the… read more here.
Keywords: culture; towards luxury; attitudes towards; luxury brands ... See more keywords