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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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Bibliographic Details
Main Author:	Goh, Venessa W.N.
Format:	Dissertation (University of Nottingham only)
Language:	English
Published:	2022
Subjects:	Brand Preference Bandwagon effect Social Media Influencer Price Brand Image guanxi society
Online Access:	https://eprints.nottingham.ac.uk/70551/

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