Kennedy, Eric; Guzmán, Francisco - In: Journal of Product & Brand Management 26 (2017) 4, pp. 342-350
studies were developed. In the first study, Millennial consumers identify technology brands they feel they are able to … purchase intention will also decrease. Research limitations/implications This paper focuses exclusively on Millennial consumers … a brand wishes to engage Millennial consumers with active co-creation, then the perception of the brand is important for …