Exploring the influence of country-of-origin information to Generation Ys' perception towards international fashion brands.
(2013)
Presentation / Conference Contribution
Tjandra, N. C., Osei, C., Ensor, J., & Omar, M. (2013, January). Exploring the influence of country-of-origin information to Generation Ys' perception towards international fashion brands. Presented at 12th International Marketing Trends
The purpose of this qualitative study is to explore whether and how country-of-origin information influences the perception of Generation Ys from twenty one countries towards international fashion brands. With approximately 1.38 billion Generation Ys... Read More about Exploring the influence of country-of-origin information to Generation Ys' perception towards international fashion brands..