The determinants of luxury brand stories on online repurchase intentions among gen Z in China
The rise of Gen Z as a dominant consumer segment and the rapid expansion of e-commerce have prompted luxury brands to adopt innovative storytelling strategies to engage and retain this digitally savvy audience. This study explores the impact of luxury brand stories on online repurchase intentions am...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Global Academic Excellence (M) Sdn. Bhd.
2025
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| Subjects: | |
| Online Access: | http://umpir.ump.edu.my/id/eprint/44327/ http://umpir.ump.edu.my/id/eprint/44327/1/THE%20DETERMINANTS%20OF%20LUXURY%20BRAND%20STORIES.pdf |