KOREASCHOLAR

COGNITIVE STRUCTURE OF THE FIRST-TIME YOUNG INVESTOR TOWARDS BROKERAGE SELECTION: A MEANS-END CHAIN APPROACH

Kitravee Siwatkittisuk, Phallapa Petison
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/422376
Download
Global Marketing Conference
2023 Global Marketing Conference at Seoul (2023.07)
pp.432-437
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

As millennials are continuously growing; hence they are considered today's fine jewelry business treasure. Understanding why they buy fine jewelry using the means-end theory is the key objective of this study. Brand, function and beauty are means that lead to happiness and self-confidence, the end value of millennials mindset

Keyword
First-time investorYoung investorOnline tradingBrokerage selectionMeans-end chain theory
Author
  • Kitravee Siwatkittisuk(Mahidol University, Thailand)
  • Phallapa Petison(Mahidol University, Thailand)