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Management & Marketing
Volume 17 (2022): Issue 3 (September 2022)
Open Access
Exploring the antecedents of masstige purchase behaviour among different generations
Adi Alić
Adi Alić
University of Sarajevo
Sarajevo, Bosnia and Herzegovina
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Alić, Adi
,
Merima Činjarević
Merima Činjarević
University of Sarajevo
Sarajevo, Bosnia and Herzegovina
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Činjarević, Merima
and
Nedžla Maktouf-Kahriman
Nedžla Maktouf-Kahriman
University of Sarajevo
Sarajevo, Bosnia and Herzegovina
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Maktouf-Kahriman, Nedžla
Oct 13, 2022
Management & Marketing
Volume 17 (2022): Issue 3 (September 2022)
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Published Online:
Oct 13, 2022
Page range:
255 - 271
DOI:
https://doi.org/10.2478/mmcks-2022-0014
Keywords
Masstige brands
,
brand equity
,
generational cohort theory
,
luxury value
,
quality consciousness
© 2022 Adi Alić et al., published by Sciendo
This work is licensed under the Creative Commons Attribution 4.0 International License.
