Butcher, Luke; Phau, Ian; Shimul, Anwar Sadat - In: Marketing Intelligence & Planning 35 (2017) 5, pp. 673-687
Purpose The purpose of this paper is to explore the existence of consumers’ need for uniqueness (CNFU) and status consumption (SC) in Generation Y (Gen Y). In exploring such, the equivalency of each construct (measurement invariance and population heterogeneity) is examined across early and...