Ismail, Ahmed Rageh; Nguyen, Bang; Chen, Junsong; … - In: Young Consumers 22 (2020) 1, pp. 112-130
Purpose: This study aims to examine the relationship between brand engagement in self-concept (BESC), value consciousness (VC) and brand loyalty among Generation Z consumers. In addition, the study aims to segment the Generation Z consumers based on BESC and VC and examine the differences...