Zhang, Bowen; Mulhern, Frank J.; Wu, Yingying; Xu, Margaret - In: Asia Pacific Journal of Marketing and Logistics 34 (2021) 5, pp. 906-921
Purpose: Recognizing the differences between generations Y and Z, this exploratory study uses generational cohort theory as a framework to examine the brand perception of McDonald's, an international brand which has grown up with consumers for over 30 years in China. The paper aims to discuss...