Brand loyalty and consumer behavior: generation z in central and eastern europe
Auteur :
Gross-Gniot, Elwira / Dębski, Maciej / Szkudlarek, Ewa
Éditeur :
Taylor & Francis Ltd
ISBN :
9781041145004
Date de publication :
8 juin 2026
Dimensions :
23,4 x 15,6 cm
Langue :
Anglais
Pays d'origine :
Grande Bretagne
The book discusses the unique consumer behaviors of Generation Z in Central and Eastern Europe, by analyzing the key determinants that shape their brand relationships. It will be of particular interest to scholars and researchers in marketing, consumer behavior, and brand management, as well as marketing practitioners and brand strategists.