Impact of short-lived content on brand love and purchase intention of generation Z
Ruchika Sharma and Kritika Nagdev
| Year of publication: |
2021
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|---|---|
| Authors: | Sharma, Ruchika ; Nagdev, Kritika |
| Published in: |
International journal of technology marketing : IJTMkt. - Olney, Bucks : Inderscience Enterprises, ISSN 1741-8798, ZDB-ID 2421416-4. - Vol. 15.2021, 4, p. 399-425
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| Subject: | generation Z | ephemeral content | brand | purchase intention | mediation | Konsumentenverhalten | Consumer behaviour | Markenimage | Brand image | Markenartikel | Brand | Kaufentscheidung | Purchase decision | Markenführung | Brand management |
Online Resource
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1504/IJTMKT.2021.119072 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012693544