A study of purchase intention of international fast-fashion brands of Malaysian Gen Y consumers

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A study of purchase intention of international fast-fashion brands of Malaysian Gen Y consumers

Generation Y consumers have become increasingly fashion conscious, contributing to the growth of the fashion industry particularly with a keen interest in international fast-fashion bands. Underlined by the consumer behaviour expectancy theory and theory of planned behaviour this study seeks to inve...

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Bibliographic Details
Main Authors:	Ong, Derek Lai Teik *, Lee, Wan Shan
Format:	Conference or Workshop Item
Language:	English
Published:	2018
Subjects:	HF Commerce
Online Access:	http://eprints.sunway.edu.my/925/ http://eprints.sunway.edu.my/925/1/Derek%20Ong%20A%20Study%20of%20Purchase%20Intention%20of%20International%20Fast%20Fashion.pdf

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