Exploring the antecedents of masstige purchase behaviour among different generations
The present study proposes the conceptual model, which traces the role of consumers’ high-quality consciousness, perceived brand equity, and luxury value perceptions on the intention to purchase masstige brands and tests it for the moderating role of generational cohort membership (X-ers, Y-ers, and...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Sciendo
2022-09-01
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| Series: | Management şi Marketing |
| Subjects: | |
| Online Access: | https://doi.org/10.2478/mmcks-2022-0014 |