Rahulan, Monika; Troynikov, Olga; Watson, Chris; Janta, … - In: Journal of Fashion Marketing and Management 19 (2015) 1, pp. 87-104
Purpose – The purpose of this paper is to understand the difference in purchase decision behavior of compression sportswear by Baby Boomers and Generation Y. Design/methodology/approach – Two methods were used for data collection: a simulation study with 17 Baby Boomers and 23 Generation Y...