Work

From Legacy to Loyalty: Investigating Gen Z's Behavior Toward Inherited Brands

Year: 2025

Type: article

Source: International Journal of Consumer Studies

DOI: 10.1111/ijcs.70146

Author: Rajesh Kumar Srivastava

Institution: University of Mumbai

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: W4416407143

FWCI: 3.619

Cites: 53

Cited by: 2

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