Runway logic: "Y" generation Y prefer fashion brand over country-of-origin.
Citation
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
Authors
Keywords
Generation Y; country-of-origin; brand; fashion; consumer behaviour
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