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How strong and generalisable is the generation Y effect? : a cross-cultural study for wine

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How Strong and Generalisable is the Generation Y Effect? A Cross-Cultural Study for Wine

Mueller Loose, Simone - 2012

Purpose – This study aims to investigate how strongly Generation Y consumers differ in their values, attitudes and wine and alcoholic beverage consumption behaviour from older generations. The comparison spans seven culturally different markets.Design/methodology/approach – Large...

Persistent link: https://www.econbiz.de/10013101903