Blar i NHH Brage på forfatter "Arminen, Leena"
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Motivational factors influencing millennials to purchase and consume luxury brands : the influence of actual and ideal self-congruity on brand attitude
Arminen, Leena (Master thesis, 2017)The thesis explores motivational factors that influence young consumers’ brand attitudes towards luxury brands. Former research in this field is rather small-scale and the objective of this research was to provide new ...