Browsing NHH Brage by Author "PREMI, ALESSIA"

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The role of brand sustainability and self-brand image congruity in developing brand trust and brand loyalty : A study on luxury brands for Generation consumers

PREMI, ALESSIA (Master thesis, 2023)

Generation Z consumers are forecasted to become the most influential generation in the next years for the purchase of luxury goods. Understanding their needs and behaviors is becoming more and more crucial for luxury ...