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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
,
Merima Činjarević
Merima Činjarević
and
Nedžla Maktouf-Kahriman
Nedžla Maktouf-Kahriman
| 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.
Adi Alić
University of Sarajevo,
Sarajevo, Bosnia and Herzegovina
Merima Činjarević
University of Sarajevo,
Sarajevo, Bosnia and Herzegovina
Nedžla Maktouf-Kahriman
University of Sarajevo,
Sarajevo, Bosnia and Herzegovina