Brand engagement and purchase intention towards apparel goods : a study of Generation Z in social media scenario
Ravinder Pant, Antriksha Negi, Nawal Kishor
| Year of publication: |
2023
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|---|---|
| Authors: | Pant, Ravinder ; Negi, Antriksha ; Kishor, Nawal |
| Published in: |
International journal of management practice : IJMP. - Olney, Bucks : Inderscience Enterprises, ISSN 1741-8143, ZDB-ID 2170808-3. - Vol. 16.2023, 3, p. 319-342
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| Subject: | apparel industry | brand engagement | convenience motive | entertainment motive | Gen Z | information motive | purchase intention | social interaction motive | social media marketing | Social Web | Social web | Konsumentenverhalten | Consumer behaviour | Online-Marketing | Internet marketing | Motivation | Bekleidungsindustrie | Clothing industry | Markenimage | Brand image | Bekleidung | Clothing | Leistungsmotivation | Work motivation | Markenartikel | Brand | Kaufmotiv | Consumer motivation | Soziale Beziehungen | Social relations |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1504/IJMP.2023.130355 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014315874