GEN Z CLOTHING BRAND PREFERENCES: BANDWAGON EFFECT ON REGION OF CHINA CONSUMER
When markets want to learn more about consumer choice behaviour, they must take brand preference into account. Brand preference has always been a great concern for major companies and markets. The research aim of this study is to determine the factors that will influence Chinese generation Z’s fast...
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| Format: | Dissertation (University of Nottingham only) |
| Language: | English |
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2022
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| Online Access: | https://eprints.nottingham.ac.uk/70551/ |