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Romanian brand notoriety among young people

Timiras, Laura Catalina - In: Studies and scientific researches / Faculty of Economic … 23 (2016), pp. 75-81

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Impact of advertising puffery on purchase intention and brand loyalty of young adults

Punjani, Krunal K.; Ravi Kumar, V. V.; Mahadevan, Kala - In: International journal of consumer studies 48 (2024) 3, pp. 1-18

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The elements of brand anthropomorphism : qualitative investigation into local brands amongst young adult consumers

Mayasari, Iin; Haryanto, Handrix Chris - In: ASEAN marketing journal : Association of Southeast … 14 (2022) 1, pp. 53-71

Manuscript type: Research Article Research Aims: This study aimed to describe the elements of brand anthropomorphism … and self-brand congruity based on the review of Guido and Peluso's conceptualization. Design/methodology/approach: This … organization can manage them well. Theoretical Contribution/Originality: It describes the elements of brand anthropomorphism …

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Young consumers influence by older generations : developing the construct and scale to measure intergenerational brand influence

Sotelo-Duarte, Manuel; Gónzalez-Cavazos, Beatriz - In: Young consumers : insight and ideas for responsible … 24 (2023) 3, pp. 253-271

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Understanding young Chinese consumers' preferences for foreign clothing brands : a behavioural approach

May, Daniel Esteban; Arancibia Carvajal, Sara; Wang, Calvin - In: Asia Pacific journal of marketing and logistics 35 (2023) 12, pp. 3032-3051

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It takes two to tango : young Chinese consumers' perspectives on global smartphone brands

Yu, Hong Yan; Yang, Deli; Yoder, Carol; Sonmez, Mahmut - In: Young consumers : insight and ideas for responsible … 24 (2023) 5, pp. 558-576

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Conceptualizing masstige buying behavior : a mixed-method approach

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Why do consumers subvert brands? : investigating the influence of subjective well-being on brand avoidance

Kuanr, Abhisek; Pradhan, Debasis; Lyngdoh, Teidorlang; … - In: Psychology & marketing 39 (2022) 3, pp. 612-633

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Mass prestige, brand happiness and brand evangelism among consumers

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Nature of brand love : examining its variable effect on engagement and well-being

Junaid, Muhammad; Hussain, Khalid; Basit, Abdul; Hou, Fujun - In: The journal of asset management 27 (2020) 3, pp. 284-299

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