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

Kitravee Siwatkittisuk; Phallapa Petison

논문 상세보기

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

Kitravee Siwatkittisuk, Phallapa Petison

언어ENG
URLhttps://db.koreascholar.com/Article/Detail/422376

구독 기관 인증 시 무료 이용이 가능합니다. 4,000원

Global Marketing Conference

2023 Global Marketing Conference at Seoul (2023.07)
pp.432-437

글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)

초록

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

키워드

First-time investor Young investor Online trading Brokerage selection Means-end chain theory

저자

Kitravee Siwatkittisuk(Mahidol University, Thailand)
Phallapa Petison(Mahidol University, Thailand)

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