Blar i NHH Brage på forfatter "Kanatova, Aizhamal"
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Luxury consumption : how new dimensions of luxury brand management affect Norwegian generation Z’s attitude towards luxury brands and the intention to acquire them?
Kanatova, Aizhamal; Skjærpe, Nicolai Thu (Master thesis, 2020)It is evident that Generation Z will dominate marketing in the next few years. However, there are still limited researches about their buying behavior patterns. The luxury goods consumption among Generation Z is rather ...