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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...

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Bibliographic Details
Main Authors:	Zhang, Tianyang, Lee, Khai Loon, Puteri Fadzline, Muhamad Tamyez
Format:	Article
Language:	English
Published:	Global Academic Excellence (M) Sdn. Bhd. 2025
Subjects:	HD28 Management. Industrial Management
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

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