FROM MEANS TO END: UNDERSTAND MILLENNIALS’MIND WHEN THEY BUY LUXURY JEWELRY BRAND

Pavida Ratakam; Phallapa Petison

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FROM MEANS TO END: UNDERSTAND MILLENNIALS’MIND WHEN THEY BUY LUXURY JEWELRY BRAND

Pavida Ratakam, Phallapa Petison

언어ENG
URLhttps://db.koreascholar.com/Article/Detail/410271

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Global Fashion Management Conference

2021 Global Fashion Management Conference at Seoul (2021.11)
pp.318-323

글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)

ABSTRACT
    Introduction
    The Millennials and luxury
    Definition of luxury in the eyes of the Millennials
    The Millennials and luxury purchasing intention
    Means end chain theory (MEC)
    Methodology
    Results
    Discussions and Implications
REFERENCES

저자

Pavida Ratakam(College of Management, Mahidol University)
Phallapa Petison(College of Management, Mahidol University)

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