Work

Leading Brands' Communication of Product Innovativeness to Generation Z: A Mixed‐Methods Study

Year: 2026

Type: article

Source: International Journal of Consumer Studies

DOI: 10.1111/ijcs.70176

Authors: Fanny Fong Yee Chan, Ben Lowe, John Ford

Institutions: Hang Seng University of Hong Kong, University of Kent, Old Dominion University

Language: English

Topic: Marketing and Advertising Strategies

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: closed

OpenAlex ID: W7118571585

FWCI: 9.75

Cites: 59

Cited by: 1

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