Understanding the Role of IKEA Portugal’s Brand Values in Shaping the Purchase Decisions of Millennial Consumers
This article delves into the considerable influence of generation Y, or millennials, on purchase behaviour and brand interactions. Their focus on creating a better world, combined with their status as digital natives, has spurred changes in e-commerce and corporate practices. This generation priorit...
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| Pubblicato in: | URI:https://journals.openedition.org/cs, |
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| Autori principali: | , |
| Natura: | Article ou chapitre numérique |
| Lingua: | Anglais |
| Pubblicazione: |
Comunicação e sociedade
2024
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| Soggetti: | |
| Accesso online: | Accès Université d'Orléans et IFPM |