Runway logic: "Y" generation Y prefer fashion brand over country-of-origin.
(2013)
Journal Article
Tjandra, N. C., Omar, M., Williams, J., & Ensor, J. (2013). Runway logic: "Y" generation Y prefer fashion brand over country-of-origin. Transnational Marketing Journal, 1, 75-92
With approximately 1.38 billion, Generation Y are currently in the job market or about to enter the job market, they are increasingly taking over the spending power of the previous generation, the Baby Boomers. The purpose of this qualitative stud... Read More about Runway logic: "Y" generation Y prefer fashion brand over country-of-origin..