Article
31 December 2013
Published
Transnational Press London Ltd.
2041-4684
HD28 Management. Industrial Management
658 General management
Tjandra, N. C., Omar, M., Williams, J., & Ensor, J. (2013). Runway logic: "Y" generation Y prefer fashion brand over country-of-origin. Transnational Marketing Journal, 1, 75-92
Associate ProfessorBusiness School
0131 455 4206
N.Tjandra@napier.ac.uk
Business School
ProfessorBusiness School
0131 455 4385
j.ensor@napier.ac.uk
Generation Y; country-of-origin; brand; fashion; consumer behaviour
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