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Revitalizing Legacy Brands - The Role of Collaboration Fit and Originality in Capturing the MZ Generation: Focusing on the Moderating Effect of MZ Generation's Consumption Tendency

Year: 2025

Type: article

Study design: Observational Study

Source: Advertising Research

DOI: 10.16914/ar.2025.146.95

Authors: Min Zhang, Ruixiao Yang, Zichun Tian, Seungchul Yoo

Language: English

Topic: Consumer Behavior in Brand Consumption and Identification

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: closed

OpenAlex ID: W4415412907

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